To announce the launch of Virgin’s daily flight to London from Shanghai, we combined budget - limited ATL (press and outdoor) with truly innovative and unique communication techniques aimed exactly at the distinct target markets of ex-pats, Chinese leisure travelers and students.We infiltrated the lives of our target groups on-line, on the streets, at work, at leisure, and in business: each time getting the simple message across that “Any Day, Any Way, we fly direct 7 days a week”.The Virgin campaign was highly visible and, with the help of Richard Branson, was covered extensively by the local media.

Ads ran in selected expat magazines and Chinese business newspapers, with “qi” also used at outdoor sites in major shopping streets and near universities.We launched a dual language newspaper called “London Daily”, and ran it for 7 days. This was inserted in a popular newspaper, and distributed at office buildings, stations, universities, a leading hotel and the airport.We formed alliances with third party brands to gain maximum value from the budget including eBay (3 million e-mails sent to eBay’s Shanghai database) and Mini (3 cars lent to Virgin for street-level brand activation).We toured the Upper Class Suite.