• by Tanya Gazdik , October 1, 2010

Virgin Atlantic Airways is debuting its first-ever global TV spot, which is part of a $25 million global ad campaign.

The campaign first launched in May with the introduction of the U.S. print ads and online advertising. This is the first time in 10 years that Virgin has run a TV spot in the U.S., said Chris Rossi, senior VP of North America at London-based Virgin Atlantic.

"The launch of this global marketing campaign and TV ad is a crucial step in shaping and advancing the brand in this new economic landscape," Rossi tells Marketing Daily. "In addition, this spot will remind our fan base why they continue to choose Virgin Atlantic and showcase our unique offerings to a new audience. Returning to TV will allow us to visually showcase the brand's innovation and creativity while bringing to life our signature products and memorable services to passengers."

The spot captures the spirit of the brand by showing off unique services and products, from complimentary ice cream to individual upper-class suites, Rossi adds.

The TV spot, which will air in both 30-second and 60-second versions, was created by RKCR/Y&R and debuts the week of Oct. 11 in New York, Los Angeles, Washington D.C., San Francisco and Boston during the MLB playoff series. The spot will air over 50 times until the conclusion of the MLB World Series the week of Nov. 1. The media spend on TV alone is $9 million, according to the airline.

Featuring the tagline "Your airline's either got it or it hasn't," the spot takes the viewer on a metaphorical flight with Virgin Atlantic, guiding them through a surreal and glamorous world of the airline's iconography and dramatizing how it feels to fly with Virgin Atlantic to London.

The campaign is accompanied by the song "Feeling Good" from the band Muse. This is one of the rare times that Muse, an English alternative rock band, has licensed a soundtrack for use in advertising, according to the airline.