The brief from client was to create an integrated campaign to highlight all the features of their Upper Class, and the benefits to the flier.

Normally after flying overseas for 9 hours you land really grumpy and creased. With the luxurious Virgin Upper Class Suite, you actually land refreshed and ‘happy’.We used the well-known British Mr. Men characters to show the transformative powers of the Upper Class experience. Mr. Grumpy returns from his trip abroad as Mr. Happy. Etc.The direct mail piece played directly into the Mr Men Book Series, and formed part of a larger above the line campaign.

The booklet was mailed to a database of existing and prospective Virgin Flyers. It was also distributed at first-class check-in counters at international departures, as well as travel agencies around the country.

Travel agencies embraced it with nostalgic gusto and continuously asked for more prints. They were chuffed that they could finally offer their customers something other than the standard z-fold brochure.