Virgin Atlantic aims to attract airline passengers and poach Concorde customers with an international below-the-line initiative to promote its revamped Upper Class Suite.

 

The airline, whose chairman Sir Richard Branson is considering buying Concorde when it is grounded by British Airways this year, hopes to drive significant numbers of travellers to the in-flight suite after a £50m revamp.

 

Virgin, which has appointed marketing agency Start Design and the advertising shop Rainey Kelley Campbell Roalfe/Y&R to handle the campaign, is targeting the UK, US, Japanese and South African markets.

 

Some 262,400 brochures will be distributed to corporate and premier members of Virgin loyalty scheme Flying Club. In a bid to attract Concorde fliers, 348,000 emails are to be sent to Flying Club members in the UK and US.

 

All of the work promotes www.upperclasssuite.com, where visitors can explore the new suites, which include a bar and luxury beds.

 

Sir Richard Branson says: "Our Upper Class Suite demonstrates our firm commitment to continue product innovation. The suite gives you everything you'd expect from others' first-class services - except the bill."