Virgin Atlantic

Cost effectiveness soared

The Challenge

To reinvigorate the Virgin Atlantic brand in the face of increased competition. All creative had to maintain a consistent brand image to give international passengers a joined-up experience across the world, while remaining relevant to a local audience.

The Gutenberg Response

We expanded campaign management internationally to ensure consistency and gained production efficiencies by using in-house language teams to adapt masters centrally. We then identified country-specific channels and activated the local DDB offices to generate ideas that would resonate at a local level. Everything was then reviewed and enhanced by a global creative director to ensure that the Virgin attitude was delivered.

The Results

  • • Bespoke radio ads created in market, but recorded in London to deliver savings and a consistent brand tone of voice.
  • • Pioneered in-market shoots from London, using local talent and resource to save on production costs.
  • • Digital banners for all markets now produced and delivered centrally.
  • Briefed by:  Virgin Atlantic
  • Project Date:   2017 Campaign
  • Skills:  Digital / Creative / Print / POS