• Promo Magazine , Friday, February 8, 2008 11:15 AM

Virgin America Inc. is rolling out its first big ad campaign with a heavy focus on out-of-home. The effort, coming out over the next three weeks, is targeting markets where the airline operates -- or will soon -- including San Francisco, Los Angeles, San Diego, Seattle, Washington, D.C., Las Vegas and New York. It will wrap hybrid taxis and bus shelters in San Francisco in tandem with radio promotions offering a shot a winning concert tickets. Print executions will appear in newspapers and lifestyle magazines.

The idea is to set it apart by emphasizing its reputation for fun. "We wanted to create a campaign that redefines traditional airline advertising and conveys the same fashionable look and feel you are met with when you step on board one of our new planes," says Porter Gale, vice president of marketing. The carrier declines to divulge spend but says it represents "a significant increase" over last year's budget.

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