Magazine article Marketing

Levi's Moves into Virgin Territory with Flight Deal

Magazine article Marketing

Levi's Moves into Virgin Territory with Flight Deal

Article excerpt

Jeans king Levi-Strauss has been lured into its first long-term UK joint promotion by Richard Branson's Virgin Atlantic.

Virgin will link with the US clothing company to give away free flights, jeans and shirts in the next 12 months.

The first joint campaigns will coincide with the opening of two new Levi's stores in London on April 11 and May 9. Radio ads on Kiss FM will promote them with a competition offering free flights on Virgin to New York, to be awarded on the day.

This will be followed later in May with a promotion for Virgin's routes to Orlando, Florida. These will be available as scheduled bookings -- until now they have been charter flights only. Travel agents will receive a free Levi's shirt for every booking they make, and customers will receive a free pair of Levi 501s.

In the autumn, Virgin planes will be featured in the new Levi's brochure, which will take New England as its theme and promote Virgin's Boston routes. …

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