George Patts Y&R Sydney markets Virgin Atlantic Upper Class the Australian way: with a drink

How do you give movers and shakers a taste of the Virgin Atlantic Upper Class? By creating “The Upper Class Virgin”, a signature cocktail launched this week by George Patterson Y&R Sydney at one of Sydney’s most exclusive bars.

Creatives Alex Wadelton and David Ponce de Leon said the idea came about because Virgin Atlantic Upper Class has the most exclusive bar in the world: “How many other bars see you enter in Sydney and leave in Hong Kong or London, are 37,000 feet high and cost upwards of $8000 to get into? So we thought what better way to get to our target, who have the flash and cash to afford a ticket, than by giving them a taste of what Virgin Atlantic have to offer, on the ground where they mingle. The drink was served with compliments of Richard Branson.”

Says GPY&R Sydney executive creative director Julian Watt: “We’re excited by this idea, that it is part of everyone’s life and doesn’t sit within ‘advertising’ space.”

Belinda Gurd, Virgin Atlantic marketing executive, said the Upper Class Virgin will roll out across Sydney cocktail  bar menus in the coming months: “We’ll also be taking the initiative globally and offer it on board Virgin Atlantic flights.”

Executive creative director:  Julian Watt

Client: Belinda Gurd