Virgin Atlantic Airways and McKinney has launched a new campaign that positions the experience of flying on the airline as "Airphoria." New print and out-of-home ads breaking in New York and Chicago invite consumer to "Feel Airphoria" with its Upper Class and Premium Economy services.
"The environment right now is that flying sucks. Everyone hates flying, whether it's the extra cost of baggage, flight delays or general rudeness," said David Cook, group creative director at McKinney in Durham, N.C., which fashioned the effort. "We are lucky enough to have an airline that can fly in the face of that."
The "Airphoria" line, said Cook, is meant to describe the excitement and anticipation felt before a Virgin flight. "When you get your Virgin Atlantic ticket in your hand, you really do feel excited to fly," he said. "That's not true of many of the other carriers." Online banners and a non-traditional effort will follow, said Cook.
This is McKinney's second campaign for the London-based airline. Its Valentine's Day-themed campaign tagged "Love from above" broke earlier this year.