Bond-backed Virgin ad campaign
Product placement is an increasingly active market within cinema and the James Bond franchise attracts some of the biggest names in industry.
Virgin Atlantic has capitalised on its partnership with Bond by unveiling its campaign to promote Quantum of Solace, the new James Bond film which goes on general release at the end of the month. (7 Oct' 08)
In the film, James Bond, played by Daniel Craig, flies Upper Class across the Atlantic.
It’s the second time that Virgin Atlantic has appeared in a
Bond movie, after its successful partnership with Casino Royale, which became the most successful in the James Bond franchise.
Above - Virgin Atlantic barman in scene from the film
Virgin
Atlantic will be promoting its partnership via Upper Class and economy
service advertising in print, poster sites (outdoor), online and
through incentives with the travel trade. The airline will also be
showing behind-the-scenes footage on its in-flight entertainment system
on each flight.
The economy advertising promotes Virgin
Atlantic’s latest fares with the theme “You Only Live Once,” the thrust
of the message being that for flying abroad, there’s only one airline
to choose.
The Upper Class advertising focuses on the
airline’s “Fastly Superior” check-in and security channel for business
passengers at Heathrow Terminal 3’s new Upper Class Wing.
Paul
Dickinson, Sales and Marketing Director for Virgin Atlantic, said: “As
you only live once, Virgin Atlantic is the airline to fly with. Being
James Bond’s favourite airline means we have to live up to his desire
to travel in style. Our new campaign will highlight our great range of
fares and superior product offering compared to other airlines. We’re
delighted to be part of Quantum of Solace.”
Daniel Craig reprises his role as Ian Fleming’s James Bond 007 in Quantum of Solace,
the Metro-Goldwyn-Mayer Pictures/Columbia Pictures release of EON
Productions' 22nd adventure in the longest-running film franchise in
motion picture history.
The film is directed by Marc Forster. The screenplay is by Paul Haggis and Neal Purvis & Robert Wade. Michael G.Wilson and Barbara Broccoli are the film's producers.