VIRGIN ATLANTIC EMBARKS ON CANADIAN ADVERTISING
By Adnews Staff
An advertising campaign to promote Virgin Atlantic Airways' new daily service between Toronto and London has taken flight in the Greater Toronto Area. The service commences June 12. Print ads in newspapers and magazines and outdoor advertising including billboards, transit and in-airport promotion, break this week from Virgin Atlantic's agency CMG Communications of Manhattan. The remaining elements of the campaign, including television and radio advertising, will roll out early April. Using humour, the agency aims to raise awareness of the airline's attitude and its approach to travel and service. One execution reads "Get closer to the women who's all over your money. Not your wife. The Queen." Another reads, "Sometimes it's okay to wake up next to a total stranger." The bulk of the campaign will run through April, May and June leading up to the launch of the service. Outdoor advertising and in-airport promotion will continue until the end of the year.