• by Steve McClellan  @mp_mcclellan, April 7, 2015

Virgin Atlantic is launching its first campaign with creative U.S. AOR Figliulo&Partners today. The campaign, dubbed, “Business Is an Adventure,” positions business travel as an “epic adventure” and encourages international business travelers to see their trips through that lens. Using out-of-home and digital placements, the campaign is taking over several strategic transit hubs, including New York’s new Fulton Street subway station as well as placements at other well-known sites within major gateway cities.

 The campaign aims to deliver a “customer-centric proposition with a compelling message for those who view their career as a stimulating journey,” according to the agency. Messaging features action-based phrases such as “Business is an adventure. Make it epic” and “Business is an adventure. Pack for glory.” Additional executions will showcase the airline’s pre-flight and in-flight services with taglines including “Dream big, then make it happen” and “Rock the meeting, roll on home.”

“Virgin Atlantic has always been a challenger brand, and with this campaign we are challenging ourselves and our customers to make their adventures epic,” said Mark Figliulo, CEO and Founder of Figliulo&Partners. “Through a series of creative assets, we will demonstrate how Virgin Atlantic inspires people to get the most out of their flight, as well as every opportunity along the way.”