December 01, 2000
The interactive agency Zinc has created a new microsite and interstitial campaign for Virgin Atlantic Airways.
The microsite, created to promote the airline's upgraded upper-class service, has been designed to mirror many of the features of the "upper-class experience" such as style, comfort and attention to detail. Zinc, which is part of the Havas group, was briefed to showcase the "seamless journey" experienced as a Virgin Atlantic upper-class passenger.
The interstitial movie and interactive microsite takes the user through each stage (from the drive-through check-in to onboard beauty treatments and being dropped off at a final destination), accompanied by a running commentary.
Georgia Hall, the managing director of Zinc, said: "The movie and interactive microsite look more like streamlined TV than downloadable graphics. These microsites are about customer acquisition."
Hall championed this form of marketing, saying it reduced the marketing costs per customer from thousands to hundreds of pounds.
Seema Kotecha, the direct marketing manager at Virgin Atlantic Airways, added: "We wanted to provide customers with the next best thing to experiencing our upper-class service for themselves."