Virgin Atlantic Brings Inclusive Advertising to the Sky

In the meantime, in keeping with promoting effectiveness platform System1, the “See the World Otherwise” marketing campaign could have begun a pattern of advancing artistic, having acquired a rating of 4.2 out of 5 on its testing metrics. This was then outperformed by British Airways’ “Each Motive You Fly” marketing campaign, which was launched in October 2022 and achieved a rating of 4.5.

Devising a model give attention to inclusion

Whereas it positioned LGBTQ+ inclusion on the forefront for the primary time, Virgin Atlantic’s vp of world advertising and marketing Annabelle Cordelli stated the marketing campaign was no totally different by way of how any model marketing campaign can be developed, with the identical fundamentals utilized: “You’ve nonetheless received to be clear about what you’re making an attempt to do.”

The ensuing marketing campaign was a vibrant 1-minute spot that includes a extremely various group of cabin crew in addition to passengers interacting across the airport and a Virgin Atlantic airplane, set to Gloria Gaynor’s anthemic “I Am What I Am.”

Cordelli defined that in growing the marketing campaign, as soon as an settlement was reached on what it wished to convey, she approached the airline’s inner networks to debate each factor, from the phrases to how the message was expressed.

A specialist guide was employed to make sure the casting and styling of every character would inform their particular person tales and convey the journeys they have been taking and the experiences they have been on. Client testing was additionally key.

“I wished to ensure that we have been actually delicate, actually diligent to how that was going to be in order that it felt really joyous, but additionally purposeful on the identical time,” she defined.

Whereas the marketing campaign conveyed a brand new message for Virgin Atlantic, Cordelli confused that it nonetheless needed to really feel true to the model. Transferring away from heritage shouldn’t be prone to ship a marketer’s targets in any other case, she believes.

“You’ve received to seek out your approach, relying in your model and your enterprise, and what your targets are,” she suggested round delivering any marketing campaign message that facilities on DEI. “When you’ve got received a proper to speak about one thing in a specific area, then I believe you’ve simply received to actually just be sure you are consulting in the appropriate approach, studying in the appropriate approach, speaking about it when you’ve received strategically one thing that works.”