Virgin Atlantic Hires Figliulo & Partners in North America
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Virgin Atlantic is hiring Figliulo & Partners as its North American creative agency of record, with a brief to build the brand and introduce the “Let it Fly” global campaign to the airline’s second biggest market.
The search for an agency to handle the $10 million to $15 million business began in September, through agency intelligence provider Creativebrief.com. Simon Bradley, Virgin Atlantic VP Marketing North America, saw pitches from a number of agencies, but incumbent Y&R New York did not repitch.
Mr. Bradley said, “We’ve been in the U.S. as long as we’ve been in the U.K., but typically here we’ve been seen as a more boutique airline brand. In the last 12 months, with our Delta partnership [Delta bought a 49% stake in Virgin Atlantic a year ago], we’ve been able to bring the Virgin Atlantic brand to a larger audience through frequent flyer [programs], corporate contracts and marketing. It’s given us a shot in the arm and extended our reach.”
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