CLIENT NEED
The Virgin Group is getting around the industry 'block' by creating a new service that combines air travel, hotel, and holiday excursions all in one place. This new venture needed to be named and branded to fit within the existing Virgin family. It then needed a campaign to encourage customers to want to engage with their service instead of competitors'.
SOLUTION
'Virgin Reserved' was chosen as it speaks to the reservations made as well the upscale air of an exclusive area. Time = money was a leading consumer insight that drove our concept, ensuring the consumer gets that their time is their money. By investing that time back into themselves they become wealthier living in the moment. The Piggy Bank is a mascot exclusive to the Virgin Reserved branch, who reminds you it is better to save memories than money.
MY ROLE
I art directed and produced assets following the existing Virgin brand guidelines, while the concept and copy were created in partnership with a copywriter from brief to execution.
