Virgin Atlantic Promo, Case study VIRGIN COCKTAIL by Blaze Advertising, GPY&R Sydney

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Industry Airlines
Media Promo & PR, Case study
Market Australia
Agency Blaze Advertising
Art Director David Ponce De Leon
Agency GPY&R Sydney
Executive Creative Director Julian Watt
Copywriter Alex Wadelton
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Product/Service: AIRLINE
Agency: BLAZE
Date of First Appearance: Oct 10 2010
Executive Creative Director: Julian Watt (George Patterson Y&R)
Copywriter: Alex Wadelton (George Patterson Y&R)
Art Director: David Ponce de Leon (George Patterson Y&R)
Production Manager: Matthew Comensoli (George Patterson Y&R)
Account Director: Guy Lovell (George Patterson Y&R)
Account Manager: Esther Volpe (George Patterson Y&R)
Media placement: Ambient - The Ivy Bar - 10 October 2010

Insights, Strategy & the Idea
Our challenge was to increase awareness of Virgin Atlantic’s version of first class called Upper Class. At more than $8000 a ticket, we’re talking to an elite audience, a crowd notoriously difficult to reach in their advertising bombarded world.

Creative Execution
Virgin Atlantic’s unique Upper Class bar is so exclusive it’s 35,000 feet in the air, a complimentary limo drives you there, and you enter in Sydney and leave in Hong Kong or London. So, we decided to appeal to our target’s love of being seen with all things exclusive and give them a taste of the Upper Class experience where they least expected it- on the ground socialising. A signature cocktail called “The Upper Class” was created. Using the brand’s signature colours of red and purple, it was served with compliments of Richard Branson at Sydney’s most exclusive bars, including the high rollers paradise of The Ivy. The Upper Class was served on a uniquely shaped Virgin Atlantic coaster, describing the key ingredients of the Virgin Atlantic Upper Class experience.

Results and Effectiveness
The cocktail made the summer menu of the exclusive rooftop pool bar, The Ivy.
It also reached over 4000 high net worth when it was served as the signature drink at the recent 2010 Entrepreneur Awards in Darling Harbour, hosted by the man himself, Richard Branson.
Rich pampered bums in seats rose 27% during the campaign.