Jason Masters
Illustrator at Network BBDO
Johannesburg, South Africa
TitleLand Happy
Agency
Campaign Land Happy - Virgin Atlantic
Advertiser Virgin Atlantic
Brand Virgin Atlantic
PostedApril 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 airline’s 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
Copywriter
Illustrator
Executive Creative Director
Art Director Brent Singer
Art Director
Agency Producer
Agency Producer

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