April 20, 2017
RAPP has launched its first campaign for Marketing Manchester, VisitBritain and Virgin Atlantic Airways since being appointed at the beginning of the year. The campaign “It all starts in Manchester” will run across social media, capturing the eclectic spirit of the city, whilst highlighting Virgin Atlantic’s new direct routes to Manchester from San Francisco and Boston.
Showcasing what Manchester has to offer, RAPP created four videos based around sport, culture, outdoor and nightlife which illustrate holiday stories in genuine, first person style. All films were produced using visual filters and camera phone style photography to best reflect a social media tone. In a departure from tradition, the videos begin by presenting a typical ‘holiday experience’ the other way round, going backward to demonstrate how amazing holiday moments typically start at the very beginning when stepping onto the Virgin Atlantic flight.
"So much has started in Manchester - it's the city that birthed Pankhurst, taught Turing and gave us the Gallagher’s. What a great basis for telling amazing stories," said Ben Golik, Executive Creative Director at RAPP UK.
The campaign will run across Instagram, Facebook and YouTube and will be supported by digital banner ads.
Jaime Fraser, Manager, Brand and Content, Virgin Atlantic North America said: “I’m delighted with the creative work RAPP has produced for the launch of our new routes from San Francisco and Boston to Manchester. Three clients, three time zones, a difficult brief and a very tight timeline…that’s quite the challenge. They totally stepped up to the plate, and delivered a unique, fun and engaging campaign that’s integrated across all our channels and has a lot of flair. I can’t wait for the world - or at least the east and west coasts of America- to see how “It all starts in Manchester!"
Ben Golik, Executive Creative Director at RAPP UK, said: "Today, your holiday doesn't really happen unless it happens on your social feed. This campaign captures the shareable moments that ensue when 'It all starts in Manchester', from seeing dawn in with drag queens, to that lukewarm pint after a long country walk."
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