Virgin America is embarking on a multifaceted awareness campaign to promote its new service from San Francisco to the Hawaii's Maui and Oahu islands starting Nov. 2.
Under creative AOR Eleven, Virgin America's “Work Hard, Hawaii Hard” includes out-of-home, digital display, and custom content partnerships focused initially in the San Francisco market. The campaign launches with out-of-home ads with additional digital spots debuting in September.
The creative targets "hard working, entrepreneurial-minded business travelers" by channeling the Hawaiian relaxed spirit. For example, one ad shows a woman gliding peacefully in a parachute hammock, while a cocktail is delivered directly to her via a separate parachute.
This “Work Hard, Hawaii Hard” creative campaign is joined by the #Hawaiiscape sweepstakes developed in partnership with digital agency One Trick Pony and Virgin Group's entertainment arm Virgin Produced.
This promotion partners with AirBNB to provide winners with the ultimate Hawaiian vacation. Members of Virgin America's loyalty program Elevate enter by submitting their reason they need a Hawaiian break via LinkedIn, Facebook, or Twitter with the #Hawaiiscape hashtag.
One grand prize winner will travel on the inaugural flight from San Francisco to Honolulu for a three-night stay at a beachfront Airbnb estate with Branson as the host for the first night as well as receive an exclusive lesson from professional kiteboarder Susi Mai. Other winners will receive Hawaiian vacation packages and prizes.
In addition, all winners receive a year of LinkedIn Premium. The first 5,000 entrants receive 250 Elevate points to their balances.
"As the No. 1 destination requested by our Elevate members, we really wanted to take our Hawaii launch to the next level and give our fans and flyers a chance to be rewarded with the ultimate work escape and getaway– and Airbnb instantly came to mind," said Luanne Calvert, Chief Marketing Officer at Virgin America.
"Both of our brands are about capturing the transformative aspects of travel – and we thought what better way to experience Hawaii than to do it at an Airbnb property with our Chief of Play Hard, Sir Richard,” she added.