Virgin Voyages has kicked off a brand new model marketing campaign with a vibrant, upbeat – some may say sensible – music video that takes viewers on a 24-hour tour of life onboard its cruise ships.
Virtually each potential cruiser will know the video’s theme tune nicely sufficient to sing alongside: It’s “Karma Chameleon,” the 1983 hit from Culture Club.
Video Ushers In New Brand Campaign
A high-energy music video by Virgin Voyages, titled “The Voyage,” is designed to make viewers wish to dance over to their cellphone and e book a Virgin cruise. It ties in with the cruise line’s newest model marketing campaign, “Now We’re Voyaging,” and was revealed on January 6.
The video, that includes the enduring hit “Karma Chameleon” carried out by pop artist/vocalist Drew Love, goals to seize the essence of a hip and joyful environment discovered on Virgin’s adults-only ships.
Nathan Rosenberg, Chief Brand Officer of Virgin Voyages mentioned, “We have received the hearts and minds of a whole bunch of hundreds of sailors who’ve fallen in love with Virgin Voyages as a result of we created an expertise all people might love.“
“As we continue to showcase our ships to the world, we wanted to share what it’s like onboard based on what our sailors have told us and shared on social. It features real crew as well and is a celebration of travel and Voyaging.”
“Karma Chameleon,” initially launched by Virgin Records, marks its fortieth anniversary this 12 months and was chosen because the backdrop tune for the video produced by the advertising and marketing and model consultancy agency VMLY&R, based mostly in New York.
Jason Xenopoulos, Co-Chief Creative Officer for North America at VMLY&R mentioned, “We believe that brands should create culture rather than interrupting it. “The Voyage” is an instance of how music and leisure can be utilized to inform a model story whereas delivering an genuine leisure expertise to the viewers.”
“Virgin Voyages deserves more than an ad campaign, and we are delighted that we could create an entertainment experience instead – one that will live in culture where this brand belongs.”
Video Depicts a Day at Sea
Filmed aboard Virgin Voyages’ first ship, Scarlet Lady, which launched in 2021, the three-and-a-half-minute video showcases a full day onboard a Virgin ship, from morning health to mid-day on the pool and spa, sundown yoga, night cocktails and dinner, and a dynamic night-time deck occasion, amongst different vigorous scenes, all from a visitor’s viewpoint.
The video is the work of Swedish director Jonas Åkerlund, who has directed music movies for superstars like Madonna, Lady Gaga, Beyoncé, The Rolling Stones, Paul McCartney.
The model marketing campaign is the third for Virgin Voyages, which in 2018 – after the cruise line was created however earlier than its first ship launched – got here out with the “Stray the Course” marketing campaign adopted in 2021 by “Set Sail the Virgin Way.”
Two Ships Sail the Caribbean This Winter
Virgin Voyages is at present working two ships, each within the Caribbean this winter, and has two ships on account of enter service in 2023. All 4 sister ships are similar, all accommodate 2,770 friends, and all are adult-only ships.
Scarlet Lady and Valiant Lady are each homeported in Miami and crusing a collection of Eastern and Western Caribbean cruises this winter. Scarlet Lady entered service in 2021 and Valiant Lady in March of this 12 months.
Resilient Lady was scheduled to debut in Athens in August 2022 however was delayed on account of provide chain points and crew shortages. The ship is slated to start crusing in May 2023. Brilliant Lady is anticipated to enter service in late 2023, and will homeport in San Juan, Puerto Rico.