This campaign that ran in 1998, was the "predecessor" to the Virgin Shaglantic extravaganza. It was launched at a time when the airline's unaided brand awareness had reached an all time low - especially in comparison to competitor airlines.
The key objective of this very straight forward positioning was to establish Virgin Atlantic as an airline that flies to London. Until Virgin Atlantic was firmly in the decision set of every potential traveler to London, all marketing efforts had to be as clear and focused as possible.
The Fly to London Virgin campaign was primarily geographically targeted outdoor advertising. The tag was also used across all print advertising and collateral for a period of 9 months with the play on words "twist" also being used in specific product communications such as this complimentary limo service advertisement.
The campaign was considered a great success in terms of cut through and meeting key awareness objectives. It also set the brand up perfectly to move to the next level with Austin Powers - the perfect spokesperson for an irreverent British Airline in the United States.
