Virgin Atlantic transforms Martin Place into Martin Palace!

[Kurt A]

Virgin Atlantic integrate online and outdoor Creative, PR and experiential tactics in a take over of Martin Place as part of its ‘Get Used To Feeling Posh’ Campaign
A digital agency, a PR/experiential agency, a media company and a progressive thinking client have all been working closely together to produce a powerful new campaign launch. Is this the new face of collaboration? In the case of Virgin Atlantic the answer is a resounding ‘yes’.

Virgin Atlantic, the world-leading premium international airline, and its agencies will posh up Sydney’s Martin Place train station from April 11, 2008,in an integrated campaign communicating the carrier’s Premium Economy product. In the airline’s hallmark style, the creative and execution of the campaign is far from traditional and seamlessly integrates outdoor advertising, online activity, PR and experiential thinking.

Designed to drive traffic and awareness of the airline’s new Premium Economy microsite, the campaign uses ‘Get Used to Feeling Posh’ as a central theme, with individual executions communicating the core product as well as the emotional benefits of upgrading to the Premium Economy cabin. A promotion running online at http://www.getusedtofeelingposh.com.au will reward visitors with the chance to win a title, like ‘Lord’ and ‘Lady’, allowing them to ‘posh up’ and reap the benefits of a life of privilege.

Margy Vary, Marketing and PR Manager, Virgin Atlantic, provides insight into the rationale behind the campaign:

“The proliferation of Premium Economy products currently in or entering the market spurred us to differentiate ourselves from the competition in a lasting and memorable, yet relatively cost effective way. The ‘Get Used To Feeling Posh’ campaign does this in a way that appeals to our market of savvy travellers whilst also positioning Virgin Atlantic us as more innovative than Qantas and a more premium offering than Virgin Blue.”

In the extensive bespoke creative within the station, Virgin Atlantic and their online and creative agency, NetX, will take over everything from the ticket hall and turnstile floors, escalators, walls and ceilings in a technique known as ‘Station Domination’. Execution highlights include:

• ‘Social Climber’ and ‘Rise Above Your Station’ – central panels on the ascending escalators

• Red Carpet – passengers walk on floor decals on escalator entrances

• ‘Those With Rank Don’t File’ – floor decals on the entrance to ticket turnstiles

• A portrait hall – gild framed portraits on the main station thoroughfare

With footfall through the station topping 13,000 during the morning peak, and over 25,000 per day the opportunity to engage passengers with something arresting and amusing was the rationale behind the activity. Margy Vary, Marketing and PR Manager, Virgin Atlantic comments:
“The creation of Martin ‘Palace’ allows us to interact with a huge quantity of our target market who trek its corridors every morning and have some fun within the station too. Given the intended consumer outtake is web based it makes sense to talk to that person immediately prior to them arriving at work.”

In order to further drive talkability, traffic to the site and editorial coverage of the campaign, Virgin Atlantic and PR/experiential agency, One Green Bean, will be creating a crew of sampling staff sampling the scent of Le Cuir – a perfume like no other...

Le Cuir is the scent of real leather, something Premium Economy passengers can look forward to thanks to the cabin’s luxurious leather seating. Samples of Le Cuir will be spritzed and sprayed onto absorbent branded cards communicating the microsite URL and key product messaging. Communication regarding the sampling work forms part of the dedicated PR campaign currently being implemented by One Green Bean.

Martin ‘Palace’ media was booked by Mitchells, the creative designed by NetX and sampling and public relations activity undertaken by One Green Bean.

Shaun Branagan, NetX ECD explains the formula required for the successful roll out of multi discipline and agency campaigns:

“You need a strong, decisive client, clearly defined areas of expertise and mutual respect and willingness to do the right thing. If you have all those ingredients it works for everyone.”

Margy Vary concurs:

“We are fortunate to have great partners who not only love and intuitively understand the brand, but who also work well together.”

Virgin Atlantic invented Premium Economy, introducing a cabin catering for those in need of a little ‘extra’ in 1992.

Virgin Atlantic flies daily from Sydney to Hong Kong and London.

-virgin

[Bernie P]

Have had the "pleasure" of walking through there a bit lately... It is actualy quite ... well ... garish! There are some nice 'paintings' though!

I will go through tomorrow lunch time and get a few pics if anyone wants, or go to the website (http://getusedtofeelingposh.com.au/) for a look!