Virgin Atlantic is launching a series of in-flight brand ads designed to raise awareness of its frequent flyer programme and attract new members to the service.

As part of an ongoing branding and communications development programme for the airline's flying club, Start Creative has been enlisted to promote its benefits and the rewards gained from miles earned by fliers.

The ads feature an animated character called Miles and focus on the ease of gaining benefits from the flying club.

In 30-second slots, Miles will be seen promoting a variety of rewards across the programme including flights, upgrades and hot air balloon rides. Three ten second spots each focus on a single reward such as car hire, hotels and safari trips and will convey how easy it is to enrol and reap the benefits of the club. All ads will incorporate the strapline, "do nothing, get everything."

"The idea was to develop a concept that connects with people at all levels and that would promote the unique benefits of flying club in a fun and innovative way," said Julian Wild, creative director of digital media at Start.

Angus Struthers, head of advertising and communications at Virgin Atlantic added, "It's a great solution which will help people who love to fly get closer to the heart of Virgin Atlantic."
Struthers also hinted that Miles may be used in other advertising activity beyond on-board campaigns.

Earlier this month, Virgin Atlantic announced that it will spend £3 million on new aircraft, in a move that suggested it will challenge British Airways' dominance of the long-haul network out of London.

The investment will double Virgin's fleet of planes and will include spend on those with four engines, as the company believes that passengers choose to fly on such aircraft rather than those with only two engines.