Magazine article Marketing

Virgin's Teaser of a Campaign

Magazine article Marketing

Virgin's Teaser of a Campaign

Article excerpt

Virgin Atlantic has launched a multi-million pound advertising drive with a teaser campaign in a bid to position itself as the airline for business and first class travel.

Virgin is raising its 3m [pounds] adspend, and the return to TV after a three-year break follows a press campaign for its upper class business service in April.

The enigmatic TV campaign has been baffling viewers during prime-time TV, including the flagship News At Ten ad breaks. The ads feature celebrities like Terry Venables, Richard Branson and Sir Ralph Halpern, with a sound-track about how to get ahead in business.

In the Branson ad he is seen reading a book which is snatched away to reveal a copy of Viz, leaving viewers to think that Viz is the advertiser. "It's great for us -- a free commercial message in the News At Ten break," says a Viz insider. The Virgin Atlantic chief also has a stake in Viz magazine.

But both Virgin and its ad agency Simons Palmer Denton Clemmow and Johnson are tight-lipped about the ads. …

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