Pearl & Dean Signs Ad Deal With Virgin Atlantic

Virgin Atlantic airline passengers will shortly view adverts with Pearl & Dean credits before every in-flight film, after the cinema advertising giant signed a deal with Spafax and Virgin Atlantic.

Sky has already signed up as the first brand partner for the service in a deal running from December this year to February 2007.

This deal should give advertisers the chance to engage with an attentive audience, of which 70% are said to be under the age of 45, as they select from 50 recent releases and classic movies.

The partnership with Virgin Atlantic and in-flight entertainment specialist Spafax is part of Pearl & Dean’s strategy to move from pure cinema advertising to become a lifestyle and entertainment brand.

“This innovative partnership will create a personal viewing experience that delivers many of the key attributes of cinema-going,” said Howard Warren, business development director at Pearl & Dean.

“Advertisers will benefit from customer interaction and engagement as part of a fun and unique viewing experience, while passengers will enjoy an environment that recreates the thrill of the cinema in the skies.”

James Atherton, Sky account director at Mediacom, added: “This will be a great branding environment for Sky – relaxed, premium and most importantly, involved.

“Recently, cinema advertising has proven to be a really effective branding environment for us, and this just seemed like a perfect way to build on that momentum – and of course, an elusive ‘media first’.”

Pearl & Dean www.pearlanddean.com