Virgin Atlantic partners with Tin Man and Lucky Generals in new campaign
The integrated campaign announces initiative to offer non-gendered red or burgundy uniform options
28 September 2022
Virgin Atlantic has teamed up with award-winning creative comms agencies Tin Man and Lucky Generals on an integrated campaign launching an updated gender identity policy.
Starring Drag Race sensation Michelle Visage and a representative cast of talented individuals from the LGBTQ+ community, Virgin Atlantic colleagues and professional dancers, the campaign shines a light on one of the key policy changes – the removal of the requirement for colleagues to wear gendered uniform options. The updated policy means crew, pilots and ground teams will be able to choose which of the iconic uniforms, designed by Vivienne Westwood, best represents them – no matter their gender, gender identity, or gender expression.
Reflecting the diversity of the workforce and in a move that cements its position as the most inclusive airline in the skies, Virgin Atlantic is offering its people a fluid approach to its red and burgundy uniforms, dropping the terms ‘male’ and ‘female’, meaning LGBTQ+ colleagues will be able to choose either the red or the burgundy uniform, depending on which best reflects themselves.
The announcement is complemented by a new roll out of optional pronoun badges for its people and those travelling with the airline. Alongside updated ticketing systems to allow for passport holders with gender neutral gender markers to select ‘U’ or ‘X’ gender codes on their booking as well as the gender-neutral title ‘Mx’.
The integrated campaign encompasses paid, earned, and owned channels and includes strategic media relations, an inclusive influencer programme and video content for earned and paid media.
The ‘runway on a runway’ was shot on location at Bedford Aerodrome and directed by Samuel Douek from CAMP productions. It merges movement, dance, innovative camera techniques and impressive set design and features Michelle Visage, LGBTQ+ rights activist Tanya Compas, cabaret, and burlesque star Tyreece Nye and transgender TV personality and model, Talulah Eve.
Launched as part of its ‘Be Yourself’ agenda, the airline has already unveiled a series of industry-leading inclusivity initiatives for its people to ensure they can truly be themselves at work and feel comfortable in their roles.. This latest addition follows a decision to remove mandatory makeup for female cabin crew back in 2019 and more recently lifting restrictions around visible tattoos for crew members.
Michelle Visage commented: “As the mother of a non-binary child, and as an ally to the LGBTQ+ community, these efforts by Virgin Atlantic to further inclusivity for its people are extremely important and personal to me. People feel empowered when they are wearing what that best represents them, and this gender identity policy allows people to embrace who they are and bring their full selves to work.”
Laura Brander, Vice President, Communications at Virgin Atlantic commented: “Earlier this year we launched a new brand and advertising campaign with the end line “See the world differently”, drawing on our heritage of challenging the status quo.
“This policy change further illustrates how we see the world differently, championing the diverse range of individuals who work and travel with us. We’re delighted to release this integrated campaign with purpose at its heart into the world.”
To find out more about Virgin Atlantic’s inclusivity commitments head to https://virg.in/oji6 or follow the airline on Instagram, Facebook and Twitter To see videos click here https://virg.in/ojnd and here https://virg.in/ojnR.
Social Film Creds:
Creative Agency: Lucky Generals
Director: Samuel Douek
DOP: Rick Joaquim
Production Company: CAMP
Production Company Executive Producer: Fran Woods
Editing House: Stitch
Editor: Samuel Marr
Postproduction: Time Based Arts / Lucky Productions
Colourist: Myles Bevan
Sound House: 750mph
Sound Engineer: Jake Ashwell
Music: Louder Than Words from Extreme Music
‘The Making Of’ Film creds
PR Agency: Tin Man
Production Company: O My!
Agency Lead: Jodie Woolfson
Head of Creative: Natalie Honan
Director: Brad Nagle
DOP: Cameron Vickers
Sound Operator: Alex Milson