Title | Land Happy |
Agency | Network BBDO |
Campaign | Land Happy - Virgin Atlantic |
Advertiser | Virgin Atlantic |
Brand | Virgin Atlantic |
Posted | April 2013 |
Product | Upper Class Suites |
Business Sector | Airlines, Airports, Railways, Bus Lines, Ferries & Cruises |
Story | Virgin Atlantic created its "Land Happy" campaign to tout the benefits of its Upper Class service on flights between London and Johannesburg and used popular Mr. Men cartoon characters to get the point across. Knowing that the great majority of passengers normally reach their destination tired, fatigued and grumpy, Virgin wanted to convey how with Upper Class amenities of flat beds, massages and gourmet meals served on board could really turn things around for its passengers. Using outdoor, a 5-part radio serial, direct mail books, and character profiles on Facebook, the campaign emphasized how the Upper Class experience produces a transformed and refreshed arriving passenger. After a year seats were fully booked, no doubt transforming the airlines top Mr. Man into Mr. Happy indeed. The integrated campaign won a Silver Medal at the Loerie Awards as well as Silver and Bronze Medals for the various print and radio components. |
Media Type | Case Study |
Length | |
Copywriter | Slade Gill |
Copywriter | Gary du Toit |
Illustrator | Jason Masters |
Executive Creative Director | Julian Watt |
Art Director | Brent Singer |
Art Director | Mariana O’Kelly |
Agency Producer | Clinton Mitri |
Agency Producer | Scott Aitken |