Virgin Atlantic has kicked off a review of its global direct and digital account, as part of plans to pool the business into a single agency.
The company currently uses a number of agencies across the account – Gyro has worked on the direct marketing for over six years, while Hypernaked handles trade marketing and Rapp runs the data strategy.
Being overseen by Creativebrief, the account spans 15 markets, including the US, the Caribbean, Africa, Asia and Australia.
The appointed agency will concentrate on Virgin’s loyalty programme, Flying Club, and work on direct marketing, digital content and social media. It has a dedicated departure lounge, called Virgin Atlantic Clubhouse.
Virgin Atlantic carries over 5.3 million passengers a year, making it the eighth largest UK airline in terms of passenger numbers. It is a joint venture between Virgin Group (51%) and owned by Virgin Group ans Delta Air Lines (49%).
The airline has two bases, at Gatwick and Heathrow airports, although the account will be run out of the UK office in Crawley, West Sussex.
Its most recent campaign, “Flying in the face of ordinary”, portrays Virgin Atlantic crew as being preternaturally gifted and destined to use their powers for good. According to the voiceover, they are “saving us from the bland, the beige, and the common ‘can’t be bothered'” when it comes to air travel and customer service.
