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.
• 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.