This included rock stars, supermodels, financiers, rap stars, and electronica DJs. "Go, Jet Set, Go!" targeted affluent, international flyers who did not classify as the typical business traveler. "It's a call to action to get out there and do great things." TARGET MARKET "We're thinking of it as the 'Just do it' of travel," Bogusky told Newsweek. Crispin Porter + Bogusky creatives in August 2003 toyed with campaign taglines such as "Jet swanky" and "Going up?" before they settled on "Go, Jet Set, Go!" The tagline played on the appellation "jet-setter," defined as a wealthy traveler who jets from one fashionable location to the next. Eventually, however, the company embraced Crispin Porter + Bogusky's vision, with the caveat that the word "party" was not to appear in any ad. In 2003 Crispin Porter + Bogusky pitched a new image for Virgin flights as the "party on the way to London." John Riordan, Virgin's vice president for customer services, told Newsweek that Virgin was hesitant about the concept at first. Barbara Lippert, writer for Adweek, stated, "The whole thing is aimed at the sensibility of a 12-year-old boy and that's who advertisers want to reach, even if that 12-year-old is 24." After the campaign ended, Virgin representatives discredited it as "moronic" and a "cop-out." In 2003 the airline shopped a plethora of agencies in search of a more sophisticated advertising approach. Yeah, baby." The ad referred to Virgin's addition of a fifth daily flight between New York and London. Powers, beneath the tagline: "Five times a day. Billboards for the campaign displayed actor Mike Myers, outfitted as Mr. Virgin's "Serious Fun" campaign exploited the success of the Austin Powers movies. The airline continued targeting the wealthy, celebrities, and fashionistas into the late 1990s. Virgin's maiden flight was made between London's Gatwick Airport and Newark, New Jersey, with the airline's only plane, a used Boeing 747, filled with pop stars and journalists. Branson's empire eventually grew to include magazines, cola, a music retail chain, trains, a mobile-phone service provider, and his most ambitious project, Virgin Atlantic Airways, which was founded in 1984. But we're embracing fun to make the product less of a commodity and more about the experience." HISTORICAL CONTEXTĪs a young man, Richard Branson founded a London-based recording studio called Virgin in the early 1970s, his first of many Virgin-branded companies. Alex Bogusky, a partner at Crispin Porter + Bogusky, told Advertising Age, "As Virgin Atlantic has grown up, the pressure has been on to be a more grownup company and less fun. "Go, Jet Set, Go!" earned Crispin Porter + Bogusky a silver EFFIE along with other awards, and it helped Virgin increase sales from $2 billion in 2002 to $8.1 billion in 2004. Chris Rossi, vice president of sales and marketing at Virgin Atlantic, said to the PR Newswire, "The goal of this campaign is to communicate the style and glamour of our Upper Class cabin and the new Upper Class Suite product features in a way that will captivate and entertain business flyers." The campaign coincided with Virgin embellishing its Upper Class service by adding features such as in-flight massages, larger sleeping areas, in-flight beauty therapists, and a stand-up bar, similar to minibars located in shopping malls. The agency created a campaign dubbed "Go, Jet Set, Go!" It began in late 2003 with advertising appearing across print, outdoor, online, television, movie product placement, television product placement, and alternative advertising. In 2003 Virgin awarded its advertising budget, estimated at $12 to $15 million, to Miami-based agency Crispin Porter + Bogusky. airline industry with $11.8 billion in sales, overshadowing Virgin's $2 billion.īranson, famous for his playboy antics and shrewd business instincts, was disappointed by Virgin's "Serious Fun" campaign, which had begun in the late 1990s. Even though the Concorde disaster claimed 113 lives, British Airways in 2002 still dominated the U.K. The Concorde flew twice the speed of most commercial jets, but on October 24, 2003, British Airways discontinued its service because of economic factors and a marred image after a Concorde crashed in France. Helmed by the British entrepreneur Sir Richard Branson, Virgin Atlantic Airways Limited hoped to attract the posh jet-setters abandoned by Concorde, a line of supersonic jets owned by British Airways. Web site: GO, JET SET, GO! CAMPAIGN OVERVIEW
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