British airline Virgin Atlantic debuted a U.S. campaign Monday called "Business Is an Adventure," aimed at international business travelers.
The effort includes online and out-of-home ads, and was created by Figliulo & Partners, New York, Virgin Atlantic's U.S. agency of record. The budget was undisclosed.
"Business travelers are a critical audience, and the U.S. is a key market for us," said Simon Bradley, VP-marketing for Virgin Atlantic North America. "Business travelers tend to be premium travelers -- they fly more frequently and are very discerning," he said.
Virgin has targeted U.S. business travelers in previous ad campaigns. For example, it launched a campaign in the U.S. in 2012 when it opened a Virgin Atlantic Clubhouse at JFK Airport in New York.
"This campaign is a bit of a departure," Mr. Bradley said. "It is still targeted at business travelers, but we're trying to communicate a much bigger thought -- the idea of business being an adventure. We attract experience-hungry business travelers, who have a mindset that they want more from their business trip than just a plane ride they have to endure."
The campaign, which includes a "takeover" of the Fulton Street subway station in New York, as well as out-of-home placement in Los Angeles and other markets, has ads with headlines reading "Business Is an Adventure. Make it Epic," and "Business Is an Adventure. Pack for Glory."
Online ads are running on business sites such as the New York Times, the Wall Street Journal and the Guardian.
"The [travel] category tends to treat business travel as a chore," said Mark Figliulo, CEO of Figliulo & Partners. "We found that people really enjoy business. It's an adventure, a challenge and a thrill. The goal of the campaign is to have a call to adventure and remind business travelers that it's an adventure, to come along with us and make it epic."
The ad campaign will continue to roll out with more executions this year, highlighting some of the features and services that Virgin Atlantic offers business travelers.
The company plans to invest about $450 million "in customer experience over the next four years," Mr. Bradley said. For example, Virgin Atlantic will open a Clubhouse at LAX later this month, is expanding its fleet of Dreamliner 787-9s from four to 21 by 2018, and is outfitting its whole fleet with wifi.
"With the campaign, we want to talk about some of the things that make Virgin Atlantic very different from ordinary business travel," Mr. Bradley said.