Virgin Atlantic has appointed Bray Leino to promote its debut flights in the UK's domestic flight market, following a competitive six-way pitch.
The agency will start on the account immediately. It 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 starting March 31, after successfully bidding for domestic slots left by grounded airline BMI.
The campaign will target national media in addition to regional work in the four cities Virgin flies between in the UK. 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 will include stunts and “brand equity building” communications to target both leisure and business travelers.
Weir said that the participation of Virgin founder Richard Branson in the campaign is 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, 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 behavior 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 significant TV campaign, its first in two years, in December, which celebrates the talents and skills of its staff and calls them “superheroes.”
Last month, Virgin Atlantic said it would retain its brand name after striking a $360 million deal with Delta Air Lines.
This article originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.