Virgin Atlantic: Your airline's either got it or it hasn't

Virgin Atlantic has launched its first ever global TV campaign as it looks to strengthen its recovery from recession and reinforce the airline's 'it' factor. The airline will be airing the TV campaign in the UK, and for the first time ever, in cities across the United States, including New York, Washington, Boston, San Francisco and LA.

The 90 second TV and cinema campaign has been created by RKCR/Y&R, London and follows the award winning success of the airline's 'Still Red Hot' 25th birthday campaign last year which was listed as one of the top ten marketing moments of 2009 by Campaign magazine.

Featuring the strap-line 'Your airline's either got it or it hasn't,' the campaign takes the viewer on a metaphorical flight with Virgin Atlantic - guiding them through a surreal and glamorous world of airline iconography and dramatising how it feels to fly with the airline.

As with 'Still Red Hot' Virgin Atlantic’s cabin crew feature in the advertising, showcasing their uniquely engaging service style and bringing a sense of humour to the campaign, qualities inherent to the airline's brand.

The campaign is accompanied by the epic soundtrack 'Feeling Good' by Muse - one of the rare times Muse has licensed a soundtrack for use in advertising.

Paul Dickinson, Director of Sales and Marketing for Virgin Atlantic said: "Our objective in producing this TV ad was to bring to life the 'it' that makes Virgin Atlantic such a special and unique airline. Whilst we wanted to show off some elements of our world-beating products and outstanding customer service, we were keen to do that in a highly memorable, eye catching and amusing way."

Mark Roalfe, Chairman of RKCR/Y&R said: "This film dramatises all the elements of the Virgin Atlantic brand, but does so in a style that only an airline like Virgin Atlantic would ever do - encapsulating the essence and 'it' factor of the brand which sets it apart from its competitors."