Source: mumbrella.com.au --- Friday, September 29, 2017
Virgin Australia has launched its first major brand campaign since the airline appointed DDB to its creative roster in June . Centred around ‘Uptimism’, with the tagline “here’s to looking up”, the work is the first major campaign from Virgin Australia since former Telstra marketer Inese Kingsmill joined as chief marketing officer in December 2016 . DDB Australia chief creative officer Ben Welsh told Mumbrella: “Here’s to looking up. It’s just such a wonderful philosophy in life. I don’t think any other brand could own this – it’s inherently optimistic.” Kingsmill told Mumbrella that the new campaign acted as a differentiator between Virgin and its biggest competitor, Qantas. “There are essentially two airlines in the market and one of them owns coming home. And coming home is very nice, but the Virgin brand is anchored in the possibilities of takeoff, and what going places can be,” she said. Just two weeks before Kingsmill joined Virgin, the airline made the decision to cut agency budgets and bring its creative in-house . Three months later, the company announced it was pitching its creative account . Kingsmill: ‘Coming home is very nice, but the Virgin brand is anchored in the possibilities of takeoff’ Speaking about her decision to pitch Virgin’s creative, Kingsmill said: “There’s a time and a place for everything, and when the creative work was brought in house, it was to address specific requirements that the business had, ...
from Australia http://ift.tt/2yNQCpG
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