To celebrate the launch of its latest aircraft, the A330neo for its New York to London route, Virgin Atlantic has launched a new premium activation to give customers a sneak preview of the on-board experience.
Created by Lucky General’s New York office, “Taxi for Takeoff” saw a traditional London ‘Black Cab’ turned bright red to surprise unsuspecting New Yorkers – featuring special guest Richard Branson.
The execution forms the latest work in the airline’s ‘See the World Differently’ brand platform, and not only promotes the launch of the new aicraft but reinforces messaging to communicate Virgin Atlantic’s premium offering.
“The key to this campaign was bringing our ‘See the world differently’ brand platform to life in a way that did more than just talk about how flying Virgin Atlantic is an experience like no other. And while there was no way to fully capture the real experience, with Taxi For Takeoff we were able to give our key consumers a taste of it in a really fun Virgin Atlantic way,” Lucky Generals New York creative director, Harrison Luongtran said.
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“From the feedback on the day and afterwards on social the #TaxiForTakeoff campaign really took flight and landed perfectly with consumers. By putting out this glitzy film we’re giving the activation extra wings and some VIP class and a bit of Sir Richard Branson, too.”
The airline even gave two lucky New Yorkers who spotted the taxi and posted using the #TaxiForTakeoff round trip tickets from New York City to London, alongside an exclusive invitation to Virgin Atlantic’s 40th birthday celebrations in 2024.
Virgin Atlantic vice-president of communications, Laura Brander added: “Virgin Atlantic’s first ever flight was to New York City in 1984 and it holds a special place in our hearts. We like to think we offer a premium, personalized service like no other, and we strived to give New Yorkers a small taste of what they can experience when they fly with us.
“The Hackney cab is a London icon, so what better way to showcase our Virgin Atlantic flair by delivering our brilliantly different experience in a stylish, unique way. ”
