The lead article in Marketing Week reports that Virgin Atlantic intends to launch a through-the-line marketing campaign to support the roll-out of its redesigned Upper Class service.

 

Start Design is quoted as providing below-the-line activity to help Virgin Atlantic challenge British Airway's lead in the premium air travel market. The redesigned Upper Class seats are reported to have longer and wider beds than those in BA's Club World.

 

The article goes on to report that the design was patented by Virgin Atlantic in February, comprising a back-rest that is shaped and upholstered like a seat when it is in the upright position, but pivots to create a flat mattress in the sleeping position.

 

According to the blueprint, some of the beds will be at least 2.16m, longer than BA's flat-beds and suitable for customers over six feet tall.

 

In an editorial, Marketing Week comments: "Virgin Atlantic, now back in the black, is ready to take the battle to BA again."