Crispin Porter + Bogusky created a standalone book (why make an insert when you can create an actual magazine?) called, "Sleeping Your Way To The Top," that promotes Virgin's Upper Class Suite (a leather seat by day that becomes a flat bed by night) focusing on the consumer first, product second.
"We considered making this a magazine insert, but opted for an alternate way to reach the target audience [business travelers]," said Jim Poh, media director for Crispin Porter + Bogusky.
Overall, half of all the complimentary magazines distributed went to bookstores: Hudson bookstores in JFK Airport, Grand Central Terminal, Newark Airport, Union Station in Washington, D.C., Los Angeles Airport, Miami Airport, and Orlando Airport.
In addition, magazines were distributed to Virgin Atlantic Lounges in Newark Airport, JFK, and San Francisco and Miami Airports.
The campaign hit a bit of turbulence trying to get the magazine distributed in Logan Airport in Boston, so CP+B instead sent street teams to train stations in Boston to distribute the magazines.
"We're trying to get as close to business travelers as we can," said Poh.
New York boutique hotels such as Dream, Night and The Time also included the magazine in hotel rooms. And on Sept. 1, more than 100,000 magazines will be polybagged into issues of the Wall Street Journal in New York, Los Angeles, Washington, D.C. San Francisco, Boston and Miami.
The magazine offers amusing takes on the type of businessperson one is, depending on one's sleeping position(s). Are you a brainchild (fetal position sleeper)? If so, congratulations! You're creatively gifted. Hopefully, you don't sleep like a fashionista, complete with diva-like pose, for then you'd be too busy battling your inner demons to have a peaceful night's sleep. Other sleep positions include the closer, rainmaker, anarchist, paparazzi, sentinel, paratrooper, the ringer, the boss, and touchdown.
The campaign was a clear step to separate Virgin Airways from other airlines. "Rather than focusing on the sleep seats as a product, the campaign focused on the [user] experience and more on the consumer," continued Poh.
CP+B also handled the media buying and purchased radio time in key Virgin markets during programs centering on business and travel.
"Our numbers were smaller, but we're not trying to reach everybody," said Poh
And for the record, I'm a right-handed Mets fan who prefers mysteries and sleeps like a rainmaker--arms raised and on my side.