Virgin has selected independent agency Mother New York as agency of record for its new Virgin Voyages brand.
The agency’s work for the brand, which defines itself as a “an all-new travel brand whose mission is to redefine what those expect from a holiday at sea” will include a communications campaign strategy across channels including broadcast, digital, print and OOH.
Its first campaign for the brand is expected some time this fall, well ahead of Virgin Voyages’ first vessel, scheduled to debut in 2020.
“We’re beyond excited to partner with Virgin Voyages. Their approach to travelling by sea is completely fresh, incredibly ambitious and full of surprises. And now we get to craft communications as epic as that experience—we’re thrilled!” Aarti Thiagarajan, head of Mothers at Mother New York, said in a statement.
“At Virgin Voyages we want to work with creative partners who aren’t afraid to challenge the status quo and who are committed to delivering an irresistible experience to our sailors. The passion, perspective and brilliance Mother will bring to our work makes us so confident in achieving our brand challenge of delivering ‘An Epic Sea Change For All’,” Virgin Voyages CMO and senior vice president, brand Nathan Rosenberg added.
Mother formerly worked with Virgin Mobile as agency of record from 2010-2014. The launch of Virgin Voyages will follow the retirement of another of the company’s brands, Virgin America, in 2019, following a merger with Alaska Airlines. Virgin Atlantic recently mourned the loss of its sister brand in a campaign entitled “Virgin Flies On.”
Last fall Mother New York welcomed a wave of new hires to its creative and design departments. While some holding company agencies are clamping down on drinking in the office, Mother is offering prospective employees a drink. The agency is reaching out to potential interns, meanwhile, in creepier ways.