Virgin Atlantic Design & Branding UNION JACK by Y&R London

UNION JACK

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Industry Airlines
Media Design & Branding
Market United Kingdom
Agency Y&R London
Executive Creative Director Mark Roalfe
Copywriter Adrian Lim, Steve P. Williams
Released January 2012

Credits & Description

Category: Publications & Business Communications
Advertiser: VIRGIN
Product/Service: VIRGIN ATLANTIC AIRWAYS
Agency: RKCR/Y&R
Executive Creative Director: Mark Roalfe (RKCR/Y&R)
Art Director: Steve Williams/Adrian Lim (RKCR/Y&R)
Copywriter: Adrian Lim/Steve Williams (RKCR/Y&R)
Media placement: Newspaper, Magazine, Outdoor - National & Global Circulation - 29 Jan 2012

Describe the brief from the client
From the outset, travel to London in 2012 was expected to rise significantly with a series of one-off spectaculars providing the pull. Virgin Atlantic’s global markets saw a business opportunity in using the halo of London in 2012 to drive bookings. However, as BA is the UK flag carrier, they would be best placed to benefit from this rise in visitor numbers. Virgin Atlantic needed to align themselves to the essence of what’ll make London such a great destination in 2012, and position themselves as the most exciting way to experience the city.

Describe the challenges and key objectives
2012 visitors would have a uniquely special experience of London – we needed to show them that flying with Virgin Atlantic will add to that magic. This was less about selling London in 2012, and more about giving Virgin a credible role in the once in a lifetime experience. Furthermore, the creative needed to be highly visual in order to work well in markets all over the world – from the USA, to Africa and the Middle East, to the Far East and Australia.

Describe how you arrived at the final design
Celebrating London in true Virgin style, the final design recreates the famous Union Flag by drawing on iconic imagery of the capital and the airline. The collage aesthetic allowed the design to draw on both London’s rocky, punk heritage and Virgin Atlantic’s glamorous and jet-set attitude to flying.

Give some indication of how successful the outcome was in the market
So far the campaign has been very well received in the USA, Canada, Barbados, the Bahamas, South Africa, Ghana, Kenya, Dubai, India, China, Hong Kong, Japan and Australia. Initial results suggest that the campaign is successfully improving business performance – in Australia, digital banners promoting fares to London received over 100% higher click-through rate than the previous campaign offering similar fares.