Speaking all of the wonders of journey by way of a brief video is not any straightforward process. That goes double for manufacturers taking over the mission of teasing out the complete sensory expertise of being on a luxurious cruise. Happily, with a working mixture of musical and visible delights, shoppers can get the gist of issues even from the consolation of their very own properties.
Centering on leisure and enjoyable, Virgin Voyages has launched its new marketing campaign, “Now We’re Voyaging.” Created in partnership with artistic company VMLY&R, the initiative comes full with a music video that includes real-life Virgin Voyages passengers and crew in a narrative based mostly on their first-hand experiences onboard the model’s first ship of its fleet, The Scarlet Girl.
Within the yr of the fortieth anniversary of the Tradition Membership’s “Karma Chameleon,” pop artist Drew Love’s cowl of the traditional not solely gives the soundtrack, however it ties into the theme of the model’s mission. Not solely did the Virgin file label initially launch the music in 1983, however right here, the model’s curiosity in creating full experiences for passengers is echoed within the selection.
“We consider that manufacturers ought to create tradition somewhat than interrupting it,” mentioned Jason Xenopoulos, co-chief artistic officer for North America at VMLY&R, in a press release. “Virgin Voyages deserves greater than an advert marketing campaign, and we’re delighted that we might create an leisure expertise as an alternative—one that can stay in tradition the place this model belongs.”
Play it once more, Branson
Helmed by director Jonas Åkerlund helmed the music video, by which the story shifts from the relief that may come from spending time at sea to the enjoyable of partying with fellow passengers as day turns to nighttime. The conclusion of the video includes a temporary look from Virgin Group founder Richard Branson himself. Because the backing observe concludes, he reaches over to the file participant, saying, “Let’s do it once more, we could?” and begins the music anew.
“As we proceed to showcase our ships to the world, we needed to share what it’s like onboard based mostly on what our sailors have advised us and shared on social,” mentioned Nathan Rosenberg, chief model officer of Virgin Voyages. “It options actual crew as effectively and is a celebration of journey and Voyaging.”
Virgin Voyages is a latest addition to the cruise business with its 2021 launch, although it was a number of years within the making. The music video coincides with the 2023 debut of two new ships, Resilient Girl and Good Girl, crusing to new locations like Greece and Australia.