Dewynters airs Queen musical on Virgin flights

Published Tuesday 12 April 2005 at 14:40 by Ruth Gillespie

West End advertising firm Dewynters has struck a deal with Virgin Atlantic to promote We Will Rock You to more than one million customers over the next year.

As well as playing a 30-second commercial for the show during every flight, the transatlantic airline will run competitions for tickets in its Flying Club Newsletter, feature full-page advertisements in its in-flight magazines and offer special ticket deals to all Virgin Atlantic staff. In addition, complimentary cast recordings for the musical were distributed among passengers on Virgin’s inaugural flight to Sydney in December.

Jonathan Mountford, tourism manager at Dewynters, said: “This promotion is a fantastic fit because Virgin Atlantic is a quality brand. The show has massive appeal to the airline’s discerning and youthful customer base who are looking for new and exciting experiences.”

This is the first partnership of its kind to be agreed between an airline carrier and a London musical and is predicted to reach more than one million Virgin customers during its 12-month run.