Virgin’s Upper Class promises more

Hong Kong - Eight Partnership has recently rolled out a campaign to increase awareness of Virgin Atlantic's Upper Class Suite targeted at frequent business travellers.

The campaign called "Shame on other airlines" which aims to encourage trial and conversion will run till mid-June.

"Truth is, nobody likes getting a raw deal. The core idea simply revolves around seeding the question in the consumer's mind, 'Are you honestly getting what you deserve when it comes to flying business class?'" Patrick Tom, executive creative director of Eight said.   

The TVCs include scenarios of people accusing airlines and travel agents for not providing the best deals when it comes to flying business class. For example, the TVCs quoted "complimentary limo service, in-flight massage, 180 degree flat bed and a proper bar lounge". The ads are now running on TVB Pearl, Jade and several cable networks.

The campaign will also run on print in SCMP and trade journals for the Chamber of Commerce groups, online banners on Yahoo Hong Kong and Asia Expat as well as e-direct mailers.

MediaedgeCIA handled media buying and planning duties.