New York: Virgin is ramping up its direct marketing as it prepares an assault on the US consumer electronics market with the launch of the Virgin Pulse gadgets range.

 

Sir Richard Branson's company is pushing up to 15 audio and video products - including MP3 players, clock radios, cordless phones and CD players - through retail chain Target and Virgin Megastores.

 

Virgin has been working with its UK long-term creative agency Start, as well as Target, ECCO Design and Compass, to co-ordinate the launch.

 

Richard Crabb, design director at Start, explains: "It was clear that a Virgin push into the US consumer electronics market would need a truly distinctive brand. It needed to cut through the clutter with a credible proposition, and be youthful, energetic and aspirational to succeed and resonate with customers.

 

"We have almost a decade of experience working with Virgin, so we were able to ensure that the end result was true to the company's brand values and objectives."