Virgin Atlantic has taken the premium experience to the streets of New York with Taxi for Takeoff to give customers a peek of its onboard experience. Taxi for Takeoff, created by Lucky General’s New York office, turned a traditional London Black Cab bright red to surprise New Yorkers.
The campaign features the founder of the Virgin Group Richard Branson. Virgin Atlantic’s “Taxi for Takeoff” will roam the streets of New York for a limited time, delivering passengers to their destinations within Manhattan.
Taxi for Takeoff Takes Flight
The taxi brings to life touches of the airline’s renowned premium service, leading innovation and customer experience design and connected features. It offers personalized service New Yorkers seek from the airline. Its iconic cabin crew and a surprise guest or two, will greet passengers with a Ruby Slipper mocktail and afternoon tea, served on board in every cabin on daytime flights from London to the U.S. The Virgin Atlantic “Taxi for Takeoff” will feature wireless charging pads, and a large seatback screen to enjoy in flight entertainment, to complement the amazing experience on board the A330neo.
— virginatlantic (@VirginAtlantic) April 14, 2023
Harrison Luongtran, Lucky Generals New York creative director, said the key to this campaign was bringing their “See the world differently” brand platform to life in a way that did more than just talk about how flying Virgin Atlantic is an experience like no other. “And while there was no way to fully capture the real experience, with Taxi for Takeoff we were able to give our key consumers a taste of it in a really fun Virgin Atlantic way. From the feedback on the day and afterward on social the #TaxiForTakeoff campaign really took flight and landed perfectly with consumers. By putting out this glitzy film, we’re giving the activation extra wings and some VIP class, and a bit of Sir Richard Branson too.”
Laura Brander, Virgin Atlantic vice-president of communications, said Virgin Atlantic’s first-ever flight was to New York City in 1984 and it holds a special place in their hearts. “We like to think we offer a premium, personalized service like no other, and we strived to give New Yorkers a small taste of what they can experience when they fly with us.”
Moreover, two round trips from New York City to London are up for grabs, along with an exclusive invitation to Virgin Atlantic’s ruby 40th birthday celebrations in 2024, for those who spot Virgin Atlantic’s Taxi for Takeoff. New Yorkers just have to snap a photo or video of the cab, and tag @virginatlantic #TaxiforTakeoff on Instagram to enter.