Taking on the world with a dash of 'je ne sais quoi'  (2012)

Gold award winner

Campaign: Taking on the world with a dash of 'je ne sais quoi'
Brand: Virgin Atlantic
Client: Virgin Atlantic
Entrants: RKCR/Y&R, Gyro, OMD International, Hall & Partners
Principal Authors: Jeremy Poole - RKCR/Y&R, Lee Moran - OMD International, Rebecca Bourdon - Gyro, Tyler Schultz - Hall & Partners
Contributing Authors: Tosin Osho - BrandScience, Emily James - RKCR/Y&R
Credited Companies: Virgin Atlantic - Client

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Mass consolidation in the industry left Virgin Atlantic facing a new breed of global competitor. With a historical reliance on the UK to drive growth, it was crucial that other markets of Virgin Atlanticu2019s route network were working equally hard to deliver incremental revenue. u2018Your airlineu2019s either got it or it hasnu2019tu2019, the first global campaign for a Virgin brand, used TV press, poster, and digital support across Upper Class and Economy cabins to capture the unique values of Virgin, showing the glamour, fun and comfort of the flying experience. It has outperformed previous VA campaigns in the UK, and delivered significant growth across the rest of the world. The estimated global ROMI is u00a315.66 per u00a31 spent.

Judge's Comments:

An incredibly powerful story that clearly demonstrates the power of the Virgin brand; given the hugely competitive environment they were operating in, they were able to extrapolate a central brand truth globally and achieved extraordinary growth as a result.