Virgin Voyages Invites 40- To-60-Year-Olds To Set Sail

Virgin Voyages is starting 2023 with a new spot. “The Voyage,” targeting the 40- to 60-year-old demo and illustrates the fun of a luxe cruise.

To add a bit of nostalgia with a contemporary kick, the VMLY&R agency reimagined the 1983 Culture Club song “Karma Chameleon,” with pop singer Drew Love from THEY. The new version has a tropical sensibility, while celebrating the 40th anniversary of the Virgin Records song that put Boy George on the map.

This new music video also coincides with the launch of the new brand campaign, “Now We’re Voyaging.” Virgin Voyages, owned by Richard Branson, began sailing in 2021.

The work is running on the company's YouTube channel and VV.com.

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Jason Xenopoulos, Co-Chief Creative Officer for North America at VMLY&R, said: “We believe that brands should create culture rather than interrupting it. “The Voyage” is an example of how music and entertainment can be used to tell a brand story while delivering an authentic entertainment experience to the audience.

The spot, which stars actual Virgin voyages crew and passengers was filmed on the Scarlet Lady, the first ship in the fleet. Swedish director Jonas Åkerlund, who has directed music videos for Madonna, Lady Gaga and Beyoncé, directed the “Voyages” spot.

Nathan Rosenberg, Chief Brand Officer of Virgin Voyages, said the commercial shows life onboard — “from a quiet and restorative feeling, to a dreamy, curious and energetic state.”

Aware of cruise sensitivity since Covid, Michelle Estevam, director of communications, Virgin Voyages, told Agency Daily: "Safety and well being has always been our top priority, which includes a first-at-sea, high-tech air filtration system, plus a fully vaccinated crew. We set out to create the safest environment possible so our sailors can focus on soaking up their vacation.”

In future, Virgin Voyages is adding two ships to its line — Resilient Lady and Brilliant Lady — sailing to new destinations, including Greece and Australia.

VMLY&R is a subsidiary of WPP. Its work includes Dell Technologies, Starbucks, Mondelez and Wendy's.

 

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