Virgin turns Martin Place into Palace

Leading international airline Virgin Atlantic has announced that along with its agencies it will ‘posh’ up the Sydney Martin Place station beginning 11^th April 2008. This is part of an integrated campaign to communicate the airlines new premium economy product.The campaign in the signature style of the company is anything but traditional and integrates outdoor advertising and online activity along with public relations and experiential thinking. The central theme of the campaign is the ‘Get Used To Feeling Posh’ tagline with the emotional benefits of the upgrade to premium economy, along with the promotion rewarding titles like ‘lord’ and ‘lady’ at www.getusedtofeelingposh.com. The campaign has been designed to differentiate the offers of Virgin Atlantic from Qantas and Virgin Blue as more innovative while at the same time bringing in a posh feeling for travelers who of late have been bombarded by a large number of economy products. In the extensive redesign Virgin Atlantic and NetX their online agency will in a move called ‘station domination’ will take over almost everything from ticket halls to the turnstile floor, walls, ceilings and escalators. With more than 25,000 people passing through, Virgin Atlantic planned to provide something arresting and amusing to engage passengers. Virgin Atlantic’s Public Relations and Marketing Manager Margy Vary explained the rationale behind Martin ‘Palace’ saying the creation enables interaction with target audience who are normally online clients and the best time to make an impression is before they arrive at work. ‘premium Economy’ was a virgin Atlantic invention in 1992 to provide something ‘extra’, a continuing product with the new ‘posh’ cabins now offering luxurious leather seating. Sydney to Hong Kong and London are flown daily by Virgin Atlantic.

www.virgin-atlantic.com