Virgin Atlantic hires Bray Leino for domestic routes PR brief

Virgin Atlantic has appointed Bray Leino to promote its debut flights in the UK's short-haul market, following a competitive six-way pitch.

Virgin Atlantic: brings in support for domestic routes
Virgin Atlantic: brings in support for domestic routes

The agency will start on the account immediately and is charged with boosting awareness of Virgin’s new domestic routes against main competitor British Airways on both a national and regional scale, using the typical ‘style mechanics’ associated with Virgin.

Virgin Atlantic will run 24 flights a day between London Heathrow, Manchester, Edinburgh and Aberdeen from 31 March, after successfully bidding for domestic slots left by grounded airline BMI.  

The campaign will target national media in addition to having dedicated regional activity running in the four cities Virgin now flies between. This is designed to boost awareness of the airline in the domestic market to the same level as in the long-haul market.

Alison Weir, head of lifestyle PR at Bray Leino, told PRWeek that the four-month brief would include stunts and ‘brand equity building’ comms to target both leisure and business travellers.

Weir said that the participation of Virgin founder Sir Richard Branson within the campaign was a ‘consideration for any announcement of this scale and size’.

Bray Leino already works with sister brand Virgin Media, which directly recommended it to Virgin Atlantic.

Weir said that being part of the Bray Leino group, an integrated marketing agency that spans advertising, digital, direct, media and PR specialities, allowed the team full access to ‘an extensive planning team and planning tool kit’. She said this enabled the agency to provide a ‘deeper dive’ on consumer behaviour and needs.

Consumers have been able to book the short-haul flights since December, and Virgin Atlantic is creating more than 150 jobs as part of its new operations.

The carrier launched a multi-million-pound TV campaign, its first in two years, in December, which celebrates the talents and skills of its staff and calls them ‘superheroes’.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.