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Virgin and BA battle for premium traffic
Virgin Atlantic resumed TV advertising for its Upper Class service this weekend following the launch last week of a £5.3million advertising campaign by transatlantic rival British Airways.
The BA campaign is aimed at boosting premium traffic by emphasising the importance for companies to meet their clients face to face. In contrast Virgin’s ads focus on its Upper Class service and feature celebrities including Lady Victoria Hervey and Stephen Fry.
Virgin Atlantic marketing director Alison Copus said: “People are flying again and we believe the time is now right to resume TV advertising. These commercials are only one element of a multi-media campaign including direct marketing, print advertising and sales promotions. We are offering our most generous trade and passenger incentives ever.”
Both airlines cancelled all television advertising following September 11 in order to cut costs.
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