Hasta La Creative!

The falling number of airline passengers combined with soaring oil prices in 2008 saw Virgin Atlantic taking measures to increasing marketing spend to revive its strength. With its 25 th birthday in 2009, it launched Still Red Hot to celebrate. The TV advert was a recreation of the airline s launch in 1984, and featured a Virgin Atlantic cabin crew, dressed in iconic red, making their way through a very grey Gatwick airport. Heads turn and jaws drop as the glamorous entourage, representing the first Virgin Atlantic crew on the inaugural flight to New York, stride in slow motion through the crowds to the soundtrack Relax by Frankie Goes to Hollywood.
The ad closes on a shot of the Flying Lady, painted on the side of the Virgin Atlantic 747, winking at the camera. The endline is “still red hot”, reaffirming the glamour of the brand to travellers.
The 6 million campaign, created by Rainey Kelly Campbell Roalfe/Y R, is estimated to have driven 20% of overall revenue during the campaign timeline, a payback of 10.58 for every 1 invested. It won Silver at the 2010 IPA Effectiveness Awards.