Virgin Atlantic is shining a spotlight on its staff as part of its new brand and advertising campaign – the first in more than two years since the pandemic struck.
Using the tagline ‘See the world differently’, the campaign champions the “rich individuality of the airline’s people and customers”.
The airline said the marketing builds on research showing that travellers find most airlines’ crew to be impersonal in their service.
A 60-second TV ad features characters at an airport and on board an A350-1000 plane, set to the song ‘I am what I am’.
A print campaign showcases Virgin Atlantic crew and customers, such as a businesswoman, a family arriving for their holiday and a female captain.
Shai Weiss, Virgin Atlantic chief executive, said: “At the core of our business is the understanding that every one of our people can be themselves at work and that they belong.
“They truly are the thing that sets us apart and the reason customers choose to fly with us.”
Annabelle Cordelli, the airline’s brand and marketing vice-president, hailed “the rich individuality of our people and our customers”, adding: “It makes sense to start by championing them – and then apply this spirit to everything we do. After two challenging years when life has been on pause, it’s time to see the world differently.”
The carrier has recently reinstated its full portfolio of US destinations for the first time since the beginning of the pandemic, flying to destinations including New York, Los Angeles Miami, San Francisco, Orlando, Boston, Washington, and Seattle.
It launches new services to Austin, Texas, on May 25.
The campaign has been created with newly appointed advertising agency Lucky Generals.