LONDON - Virgin Atlantic is using a large-scale below-the-line campaign, involving targeted emails and direct mail, to relaunch its Upper Class Suite to premium travellers. The drive, through creative agency Start, includes three separate direct mailings, an email campaign, brochures and a micro site.

 

The campaign is the first tranche of the airline's marketing activity, which forms part of its £50m relaunch of its upper class cabin as it competes with arch-rival British Airways for premium passengers.

 

Start managing director Mike Curtis said: "Generally, UK companies' marketing spends are down a net average of 11% this year, according to the quarterly Bellwether Report. Virgin's Upper Class Suite launch campaign demonstrates the growing importance of creative versatility, and the value of genuine integration as a way to make marketing budgets work harder. "

 

The drive kicked off with an email to 450,000 Virgin Atlantic Flying Club members in the UK and the US on Friday to push traffic to the micro site, which provides information on routes, exclusive offers and competitions and Flying Club partner offers. The site also provides 3-D images of the new longer and wider beds.

 

The second tier of the campaign comprises three direct mail pieces tailored for different audiences. The first pack is a gatefold sleeve 12" brochure to 2,400 corporate customers and premier members of its Flying Club loyalty scheme in the UK.

 

A 7" version of the brochure was sent out to a further 100,000 Flying Club members, travel agents and members of Flying Co, the airline's business loyalty programme in the UK. Overseas activity includes 120,000 brochures sent out to top corporate customers, Flying Club members and travel agents in the US. More than 56,000 were sent out in South Africa and 4,000 in Japan.

 

Gold Flying Club members and travel agents are being sent a box of chocolates called the 'Suite Selection', along with the 7" brochure.

 

Start, which has worked with Virgin Atlantic for eight years, worked closely with the airline's brand team and its ad agency, Rainey Kelly Campbell Roalfe/Y&R, throughout the development of the Upper Class Suite.