In the meantime, in line with promoting effectiveness platform System1, the “See the World In a different way” marketing campaign could have begun a development of advancing artistic, having acquired a rating of 4.2 out of 5 on its testing metrics. This was then outperformed by British Airways’ “Each Purpose You Fly” marketing campaign, which was launched in October 2022 and achieved a rating of 4.5.
Devising a model give attention to inclusion
Whereas it positioned LGBTQ+ inclusion on the forefront for the primary time, Virgin Atlantic’s vp of world advertising and marketing Annabelle Cordelli mentioned the marketing campaign was no completely different when it comes to how any model marketing campaign can be developed, with the identical fundamentals utilized: “You’ve nonetheless obtained to be clear about what you’re attempting to do.”
The ensuing marketing campaign was a vibrant 1-minute spot that includes a extremely numerous group of cabin crew in addition to passengers interacting across the airport and a Virgin Atlantic airplane, set to Gloria Gaynor’s anthemic “I Am What I Am.”
Cordelli defined that in creating the marketing campaign, as soon as an settlement was reached on what it needed to convey, she approached the airline’s inside networks to debate each aspect, from the phrases to how the message was expressed.
A specialist advisor, The Variety Customary Collective, was employed to make sure the casting and styling of every character would inform their particular person tales and convey the journeys they have been taking and the experiences they have been on. Shopper testing was additionally key.
“I needed to ensure that we have been actually delicate, actually diligent to how that was going to be in order that it felt really joyous, but in addition purposeful on the similar time,” she defined.
Whereas the marketing campaign conveyed a brand new message for Virgin Atlantic, Cordelli pressured that it nonetheless needed to really feel true to the model. Shifting away from heritage will not be prone to ship a marketer’s targets in any other case, she believes.
“You’ve obtained to search out your method, relying in your model and what you are promoting, and what your targets are,” she suggested round delivering any marketing campaign message that facilities on DEI. “When you have obtained a proper to speak about one thing in a specific area, then I believe you’ve simply obtained to essentially just remember to are consulting in the precise method, studying in the precise method, speaking about it when you’ve obtained strategically one thing that works.”
