Virgin says size does matter

Cheeky UK carrier, Virgin Atlantic, has launched an ad campaign that takes a dig at BA’s new Club World (business class) seat, which it claims is no match for its Upper Class Suite product.

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By  Gemma Greenwood Published  December 11, 2006

Cheeky UK carrier, Virgin Atlantic, has launched an ad campaign that takes a dig at BA’s new Club World (business class) seat, which it claims is no match for its Upper Class Suite product. Targeted at business travellers on routes where Virgin and BA compete, including London-Dubai, the poster and print campaign features a photo of BA boss, Willie Walsh sitting in the new BA Club World seat, accompanied by the strapline: ‘Sorry Willie…still 7.5 inches too short’, illustrating how the Upper Class seat is 7.5 inches longer than BA’s new six-foot-long Z-bed. “The advertising shows that BA’s new seat will fall short of passengers’ expectations,” said Virgin Atlantic chairman, Sir Richard Branson, with his tongue in his cheek. “You could say Virgin will go to any lengths to show passengers how to get the best night’s sleep onboard.” Seat width comparisons also favour Virgin at 33 inches, compared to BA’s 25.5 inches. Virgin is also preparing to roll out its new premium economy class concept, which will now be introduced on aircraft serving the London-Dubai route one month later than expected in January. The premium class revamp will see seats installed with a 38-inch seat pitch and a width of 21-inches, which the airline claims is three inches wider than other airlines’ premium economy products. In other Virgin Atlantic news, the carrier last month introduced a weekly service (Thursday) between Manchester in the UK and St Lucia in the Caribbean.

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