• by Larissa Faw , April 10, 2017

In a first, Virgin Atlantic is launching a campaign that targets all potential flyers. Previously the brand’s marketing efforts have concentrated on the business traveler.

However, the company and its agency, Figliulo&Partners, saw an opportunity to exploit the decline of the British Pound with the UK’s decision to leave the European Union.  That opportunity affects all flyers.

The resulting campaign centers on the “Virgin Atlantic Brexit Calculator” to promote the lower cost to Americans flying to London with the pound’s decline. The calculator and its dedicated website reflect the airline's cheeky tone with unique reasons to head overseas, including how flyers can now buy four beers for the price of three while fish and chips are $2 cheaper than previously.

"Finding a message that appeals to all cabins was a tall order but we found an undeniable culturally relevant truth in Brexit," stated the agency.

The digital and social-focused campaign features a short film that appears in pre-roll on digital assets of the BBC, New York Times, Vice Media, Hulu and CBS.

Virgin Atlantic will also utilize its social media footprint to draw visitors to the Calculator website.

F&P has worked with Virgin Atlantic since early 2015.