![]() Alex Bogusky, a partner at Crispin Porter + Bogusky, told Advertising Age, "As Virgin Atlantic has grown up, the pressure has been on to be a more grownup company and less fun. "Go, Jet Set, Go!" earned Crispin Porter + Bogusky a silver EFFIE along with other awards, and it helped Virgin increase sales from $2 billion in 2002 to $8.1 billion in 2004. Chris Rossi, vice president of sales and marketing at Virgin Atlantic, said to the PR Newswire, "The goal of this campaign is to communicate the style and glamour of our Upper Class cabin and the new Upper Class Suite product features in a way that will captivate and entertain business flyers." The campaign coincided with Virgin embellishing its Upper Class service by adding features such as in-flight massages, larger sleeping areas, in-flight beauty therapists, and a stand-up bar, similar to minibars located in shopping malls. The agency created a campaign dubbed "Go, Jet Set, Go!" It began in late 2003 with advertising appearing across print, outdoor, online, television, movie product placement, television product placement, and alternative advertising. In 2003 Virgin awarded its advertising budget, estimated at $12 to $15 million, to Miami-based agency Crispin Porter + Bogusky. ![]() airline industry with $11.8 billion in sales, overshadowing Virgin's $2 billion.īranson, famous for his playboy antics and shrewd business instincts, was disappointed by Virgin's "Serious Fun" campaign, which had begun in the late 1990s. ![]() Even though the Concorde disaster claimed 113 lives, British Airways in 2002 still dominated the U.K. The Concorde flew twice the speed of most commercial jets, but on October 24, 2003, British Airways discontinued its service because of economic factors and a marred image after a Concorde crashed in France. Helmed by the British entrepreneur Sir Richard Branson, Virgin Atlantic Airways Limited hoped to attract the posh jet-setters abandoned by Concorde, a line of supersonic jets owned by British Airways. Web site: GO, JET SET, GO! CAMPAIGN OVERVIEW
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