Posted by: the-field global brands limited | Date added: Wed 18 Sep 2002
Brand consultancy the-field is launching the first burst of Virgin Experience's pre-Christmas push on September 18th with a taxi advertising campaign.
The activity, booked through Taxi Promotions UK, features Supersides (side panels) on black cabs operating in north west and south west London.
The creative execution focuses on two of Virgin Experience's most popular activities - skydiving and Ferrari driving. In addition tip-up seat panels inside the cabs feature two more Experiences - pampering and quad biking. The advertising executions are led by vibrant photography and quirky and humorous copy intended to leverage the brand colours and essence. The theme is continued on branded taxi receipts that act as a call to action.
The taxi campaign will run until December 18th (the last available fulfilment date for Virgin Experience) and will be complemented by a raft of further activities to be rolled out over the next few weeks.
the-field's managing director, Simon Barbato, said: 'the-field has created a mixed media campaign for Virgin Experience, designed to get maximum value for the budget by focussing very closely on the core consumer; the black cab campaign for example will run in the two London areas where, our research shows, the target audience is most likely to live and work. '
Further elements of the campaign will include direct mail; advertising on London Underground; viral marketing; new packaging; brochure redesign and update of the Virgin Experience website.
The creative approach for all the marketing activities is non-conformist and irreverent, and follows a common positioning: you'll never forget your first', intended to emphasise the excitement of trying something new with Virgin Experience.
As part of its key pre-Christmas marketing activities, Virgin has launched new packaging for its Experience product.
Date added: Wed 18 Sep 2002