Virgin Atlantic Airways recently launched a new campaign that positions the experience of flying on the airline as “Airphoria.” “We’re glad you hate flying.” is how the ad begins. The text goes on to explain, “Because if you didn’t, you wouldn’t care that our entire reason for being is to do things differently.” The copy then touts Virgin’s fully flat beds, always-open onboard bars and Heathrow’s Revivals lounge. “It’s simple,” the ad concludes. “Turning people who hate flying into people who love flying with Virgin Atlantic kind of turns us on.”
I recently had the chance to interview Virgin Atlantic’s VP of Marketing for North America, Jim Mezoff. He shared his thoughts on the Airphoria campaign, and what the future looks like for one of the most admired long-haul carriers in the world, including their plans for a branding extravaganza on their 75th anniversary.
Here is Jim Mezoff for you, uncut.