Cake pulls off #FlightDecks campaign for new Virgin Atlantic 787

Cake PR called on London-based bands Rudimental and Gorgon City to perform a live gig on board an in-flight Boeing 787 yesterday, to promote Virgin Atlantic's new fleet.

Virgin Atlantic: #FlightDecks campaign sees the airline target a younger demographic
Virgin Atlantic: #FlightDecks campaign sees the airline target a younger demographic

It was claimed to be the first gig to be streamed live over the Atlantic Ocean via wi-fi.

It can be seen on a Virgin microsite and a potted video of the event is below.

Cake won the six-month brief with Virgin Atlantic in May following a four-way pitch. The two-phased campaign is called #FlightDecks and started with a microsite that was launched six weeks ago.

Kelly Grindle, associate board director at Cake, who has been leading on the account, said that one of Virgin’s key criteria was for the campaign to re-engage with the younger demographic.

He added: "It’s been great working with Virgin and we would hope to work with it in the future if a project of a similar scale comes up."

The Boeing 787 is being introduced in Virgin Atlantic’s 30th year and is named ‘Birthday Girl’ with a painting of the iconic ‘Flying Lady’ on the front. With improved fuel efficiency, the new fleet is a major driver of the airline’s commitment to improve carbon efficiency by 30 per cent before 2020.

Virgin Atlantic director of comms Meigan Terry said: "Bringing together two cutting-edge music artists and attempting an absolute world first feels like a good way to cement the 787 as the centrepiece of our fleet."



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