VIRGIN ATLANTIC AND DELTA - THE PRODIGAL BROTHER
In 2013, Delta acquired half (49%) of UK airline Virgin Atlantic. According to Virgin, the result is “an airline partnership that truly redefines transatlantic travel”, with the two airlines being ‘co-located’ at major airports such as LHR, JFK and LAX. Virgin and Delta are now promoting the partnership through a marketing campaign called ‘Together we make togetherness.’ The first effort was a Christmas themed TV ad produced by US ad agency Figliulo & Partners (F&P), called “The Prodigal Brother.”
UK until 25 December, a man flies from the US to London where he bursts in unannounced on his brother and his family. He proceeds to give the three children identical red scarves as a Christmas present after which he spins a tale about yaks, the Andes and a wise man called Socrates as a way of apologising to his brother for once ruining his wedding. As well as admitting that he is only there because he got dumped by his girlfriend in the US.
In the TV spot, which ran in the US and “We wanted to convey to our shared
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