Virgin Australia has teamed up with Virgin Atlantic and Virgin America to launch the "Virgin Skies" joint entertainment, digital and out-of-home advertising campaign. The campaign was developed by San Francisco-based agency Eleven and is focused on the Los Angeles market.
The centerpiece of the campaign is a short film entitled “Departure Date,” produced by the airlines, Eleven and Virgin Produced, the entertainment arm of Virgin Group. The film was written and directed by award-winning writer and director Kat Coiro (L!fe Happens, While We Were Here and A Case of You) and stars Ben Feldman (Mad Men), Nicky Whelan (Hall Pass), Philip Baker Hall, Luis Guzman, Janeane Garofalo and Max Brown. The scenes were shot in Virgin America's First Class and Main Cabin, Virgin Atlantic's Upper Class cabin, Economy cabin and Onboard Bar and Virgin Australia's International Business cabin which featured the sit-down bar, Ladies-Only bathroom and exclusive Row Five. An exclusive screening of the film will take place at Regal Cinemas at L.A. LIVE in June as part of the official kick-off for Film Independent's 2012 Los Angeles Film Festival.
"Virgin airlines have swept all the awards for having the best entertainment systems in the skies but a movie about falling in love with a stranger onboard a Virgin plane: now that's in-flight entertainment!" said Virgin Group Founder Sir Richard Branson.
The campaign, which launched May 9, 2012, also includes digital media advertising as well as out-of-home advertising in the Los Angeles market, including digital billboards and a video billboard on Sunset Boulevard.
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