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<\/a><\/div>\nVirgin Atlantic and Visit Britain launch a jointly funded marketing campaign, Great Britain by Virgin Atlantic, marking the beginning of a year-long partnership aimed at inspiring more Australians to visit Britain in 2012 and 2013. <\/p>\n
The $1million partnership uses elements of Visit Britain’s current ‘This is Great Britain’ branding and Virgin Atlantic’s ‘London by Virgin Atlantic’ creative to deliver a bespoke multi-platform, integrated marketing campaign. Creative was developed by Virgin Atlantic’s creative agency RKYR London and GPYR Sydney, with media planning and buying by OMD Sydney.<\/p>\n
Virgin Atlantic<\/a> and Visit Britain<\/a> have combined marketing resources to increase the share of voice of both brands in a very competitive environment. Leveraging their strengths both have aimed at creating a campaign that communicates the multiple attractions of the destination in a uniquely Virgin way.<\/p>\n Margy Vary, Marketing manager of Virgin Atlantic says; <\/p>\n “The Union Jack flag is one of the most recognisable brand symbols in the world. To highlight all that’s great about Britain, we built a uniquely intriguing flag collage from multiple images of British destinations and icons. <\/p>\n We added the Virgin wit and flair for cut-through, and the crew girl who symbolises the sparkling premium service that we are famous for. <\/p><\/div>\n Capturing Australians at the research stage of their travel plans, the Great Britain by Virgin Atlantic campaign is focused around a two phase strategy;<\/p>\n