virgin voyage commercial

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Virgin voyages celebrates the 40th anniversary of 'karma chameleon' in stylish ad, 'now we're voyaging' utilizes the culture club's classic to entice potential passengers.

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Communicating all the wonders of travel via a short video is no easy task. That goes double for brands taking on the mission of teasing out the full sensory experience of being on a luxury cruise. Fortunately, with a working mix of musical and visual delights, consumers can get the gist of things even from the comfort of their own homes.

Centering on relaxation and fun, Virgin Voyages has released its new campaign, “Now We’re Voyaging.” Created in partnership with creative agency VMLY&R , the initiative comes complete with a music video featuring real-life Virgin Voyages passengers and crew in a story based on their first-hand experiences onboard the brand’s first ship of its fleet, The Scarlet Lady.

In the year of the 40th anniversary of the Culture Club’s “Karma Chameleon,” pop artist Drew Love’s cover of the classic not only provides the soundtrack, but it ties into the theme of the brand’s mission. Not only did the Virgin record label initially release the song in 1983, but here, the brand’s interest in creating complete experiences for passengers is echoed in the choice.

“We believe that brands should create culture rather than interrupting it,” said Jason Xenopoulos, co-chief creative officer for North America at VMLY&R, in a statement. “Virgin Voyages deserves more than an ad campaign, and we are delighted that we could create an entertainment experience instead—one that will live in culture where this brand belongs.”

Play it again, Branson

Helmed by director Jonas Åkerlund helmed the music video, in which the story shifts from the relaxation that can come from spending time at sea to the fun of partying with fellow passengers as day turns to night. The conclusion of the video features a brief appearance from Virgin Group founder Richard Branson himself. As the backing track concludes, he reaches over to the record player, saying, “Let’s do it again, shall we?” and starts the song anew.

Virgin Group Defends Its Trademark Against Potential Heineken Brand Launch

“As we continue to showcase our ships to the world, we wanted to share what it’s like onboard based on what our sailors have told us and shared on social,” said Nathan Rosenberg, chief brand officer of Virgin Voyages. “It features real crew as well and is a celebration of travel and Voyaging.”

Virgin Voyages is a recent addition to the cruise industry with its 2021 launch, though it was several years in the making. The music video coincides with the 2023 debut of two new ships, Resilient Lady and Brilliant Lady, sailing to new destinations like Greece and Australia.

Sara Century

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Sara Century is a freelance writer for Adweek.

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Virgin Voyages makes waves in artificial intelligence by inventing J-Lo’s ‘Jen AI’

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By Audrey Kemp, LA Reporter

June 28, 2023 | 5 min read

Listen to article 4 min

Move over, ChatGPT. ‘Jen AI’ – a play-on-words for ‘generative AI’ – has entered the chat for Virgin Group’s cruise line.

In a new campaign for Virgin Group’s Virgin Voyages, a cruise ship is not the only thing Jennifer Lopez is getting on board for.

Rather, in an ad released Tuesday, the singer-dancer-actress became the first celebrity to give their likeness to artificial intelligence (AI) program to create ‘Jen AI,’ an AI-powered virtual version of J-Lo whose job is to invite people to sail the high seas. As part of the campaign, consumers can create their own custom invitations using the Jen AI tool by visiting VirginVoyages.com.

The spot opens with a reclining J-Lo, who in a seductive voice introduces herself as Virgin Voyages’ chief celebration officer and invites people to board the ship. Suddenly, due to a glitch, her true identity is revealed: she‘s actually a man named Kyle. The viewer then learns that the real J-Lo is nowhere to be found and the woman in frame is indeed Jen AI, a play on words for ’generative AI’ – the burgeoning class of tools that produce content in response to user inputs. Another woman from the backend takes on Kyle’s duties, suggesting that Jen AI needs an upgrade or two before the technology is perfected.

“Creatively, we love that this makes you laugh and will keep you engaged from the beginning to the end of the film when you send the invites featuring Jen AI to all your friends,” said Nathan Rosenberg, Virgin Voyages’ chief brand officer.

Created with advertising agency VMLY&R and startup AI agency Deeplocal, the campaign builds on an existing partnership between Virgin Voyages and Lopez, which started in 2021. It comes as 77% of voyagers recommended sailing Virgin Voyages over other cruise lines, according to Condé Nast Traveler’s 2022 Readers’ Choice Awards.

“Through this wildly creative idea from VMLY&R, we are both using and poking fun at the world of AI. This idea brings together an innovative and playful use of AI tech, alongside a global icon and superstar,” said Rosenberg. “Jen AI gives everybody access to Jennifer to help gather their loved ones together, stop making excuses and set sail on the vacation of a lifetime.”

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“We all want to celebrate things in life, and there is no better way than to celebrate than with a Virgin Voyage, but we know life is busy and it’s difficult to get your crew together and make it all happen,” said Ryan McManus, chief creative officer, North America at VMLY&R. “With all the developments around gen AI, we decided to build something that can help invite the world to Voyage. Meet Jen AI. A kind of AI version of Jennifer Lopez – designed to invite your friends and family to a celebratory voyage. Because who can say no to J-Lo?”

For more, sign up for The Drum’s daily US newsletter here .

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What if we could design a cruise ship like a superyacht? This is the story of Virgin Voyages

“Superyacht”

“Champagne at the shake of your phone”

“No buffets”

“Korean BBQ”

“Tom Dixon”

“A suspended running track”

“Yoga at sea”

“St Tropez”

“Private beach club”

“Free WiFi”

“No single-use plastics”

“No unexplained charges”

“Tips are covered”

“Night clubs”

“Rockstar suites”

“The best (and happiest) crew in the world”

These are some of the words that we wrote down on a huge piece of paper when we decided it was time to launch a cruise line. I got a group of brilliant people around me and penned the question: what puts you off going on a cruise, and what can we do differently?

I’ve wanted to launch a cruise line since I was 27-years-old. At first, I wanted to create a cruise line for under 30-year-olds, but I didn’t have the money. Then it became a cruise-line for under 50-year-olds, but I still didn’t have the money. When we finally had the money to bring Virgin Voyages to life, we ditched the age limits and just said, ‘no kids.’

The reason I had been so adamant about a launching cruise line was because the industry was just so ripe for disruption. Cruising should be great. You get to sail the seas, wake up in a new destination every day, party hard, and relax even harder. So why had cruising fallen so fast out of fashion? There was so much we could do differently, which became even more obvious after we put pen to paper!

And so, we designed a ship in the style of a superyacht with the help of Tom Dixon and a Creative Collective of other designers. We built in secret karaoke rooms and six-course experimental dining concepts (liquid nitrogen included). We put a running track on the top deck and a pizza spot that stays open until 2 am so you can get the best of both worlds. We built itineraries where you can hop straight from the ship to the port without queuing for taxi-boats. We partnered with clean energy start-up Climeon, an industry-first, to create ocean-friendly ships. And we said ‘sorry, no kids’ so we had more space for restaurants, bars, cycling studios and spas. Glamour. Adventure. The golden days of cruising were back!

Now we have three ships sailing all around the world with a fourth ship, Brilliant Lady, set to join them next year!

We have the best Crew in the world, representing almost half the countries on Earth, and a long list of accolades from Condé Nast Traveler, Travel + Leisure, Cruise Critic – the list goes on.

Whenever these awards roll in, or I speak to someone on-board who has come back for the 3rd, 4th, or 5th time – it makes me so happy that we stuck to our guns and did things differently. It took a long time, and it was a big risk, but it was all worth it in the end.

Join me (and Boy George!) on board this summer for the Virgin Celebration Voyages to see what all the fuss is about!

Introducing Brilliant Lady to Virgin Voyages’ award-winning fleet

Curiosity and frustration build the best businesses

Started from a houseboat now we're here

Virgin Celebrates 50+ Year Legacy with “A Virgin Celebration Voyage” Starring Sir Richard Branson

Extraordinary seven-night voyage features some of virgin’s most influential leaders and history makers..

MIAMI, FL – June 16, 2023  – Virgin Voyages is riding the wave of its newest ship’s inaugural season with a brand first: A Virgin Celebration Voyage . For more than 50 years, Sir Richard Branson has charted the course from land, air, sea & beyond, building one of the world’s most recognizable brands. Setting sail from Athens on Aug. 27, 2023, “A Virgin Celebration Voyage” is poised to be the capstone celebration of the summer, giving Sailors exclusive access to Richard, Virgin company leaders and founding members of influence from across the brand.

Taking a page from the traditional CEO sailings of the past (and tossing the book overboard), this specially curated voyage will be like nothing the brand has ever showcased before. From intimate fireside chats, special performances, culinary explorations and memorable experiences, this voyage will make its mark in Virgin brand history – and in the hearts of the Sailors who come along for the ride. Bringing to life an authentic, behind-the-scenes look into Virgin, this epic getaway aims to break down all of the stuffy corporate barriers and offer a candid look into one of the most ground-breaking, recognizable and respected brands of all time. 

As a special voyage designed with Virgin brand loyalists and Sailing Club members in mind, Virgin Voyages is extending a generous offer to this group. They can snag a Red Hot Savings Offer of 30% off the fare along with some enticing surprises and delights waiting on-board. 

“When we launched our Sailing Club last year, we knew we wanted to offer a unique loyalty program that provided Sailors with irresistible benefits and exclusive access to special brand moments,” said Tom McAplin, CEO, Virgin Voyages . “A Virgin Celebration Voyage is a great example of this and benefits not only our Virgin following, but our incredible Sailing Club members. It’s an exciting time to be a real brand loyalist.”

For more information on Virgin Voyages, or to book your cabin on “A Virgin Celebration Voyage” this August, visit www.virginvoyages.com .

About Virgin Voyages

Set Sail the Virgin Way with Virgin Voyages, the irresistible travel brand founded by Sir Richard Branson. Delivering epic vacations at sea, Virgin Voyages launched at the end of 2021. The brand's four Lady Ships – inspired by 50+ years of Virgin history -- include Scarlet Lady, Valiant Lady, Resilient Lady and Brilliant Lady. Designed for discerning travelers, Virgin Voyages offers relaxing, exclusively adult (18+) sailings. Working with a Creative Collective of the world’s most sought-after designers, performance artists and architects, Virgin Voyages delivers an enchanting boutique hotel at sea with fresh, elevated spaces that strike the perfect balance of nautical chic and glamour. Currently departing from the sun-soaked cities of Miami and Barcelona – and soon to include Athens, San Juan and Melbourne – the fleet offers itineraries to more than 100 awe-inspiring destinations across four continents. Virgin Sailors are spoiled for choice with 20 eateries offering Michelin-star culinary experiences all included, a festival-like line-up of entertainment, stylish and comfortable cabins, Rockstar Quarters, authentic and locally inspired shore excursions, and a dose of Vitamin Sea with well-being naturally intertwined throughout the experience. Promising to Create an Epic Sea Change for All, Virgin Voyages also puts sustainability front and center.

Virgin Voyages Media Contact

Public relations team, michelle estevam.

Virgin is facing a brand nightmare after its cruise giveaway went horribly wrong

• Virgin Voyages faces backlash after a free cruise winner said she has to pay $8,000 in flight costs.
• The cruise line's Australia voyages were canceled due to tensions in the Red Sea.
• Brand experts say Virgin should cover flight costs or offer different prizes to maintain trust.

Virgin Voyages is dealing with a PR nightmare after a woman who won a free cruise said she'd have to pay $8,000 in flights to claim her prize.

The adults-only cruise line , owned by Richard Branson's Virgin Group, is known for giving away free prizes to promote its various international sailings across Australia, Europe, and the Caribbean.

An Australian woman, who used the pseudonym Morgan, told the Australian Broadcasting Corporation (ABC) that she and other passengers were gifted free twin-share cruise vouchers while on a Virgin flight from Melbourne to her home in Tasmania in November.

Morgan said she used the voucher to book a cruise out of Brisbane for herself and her partner. However, in February, the company announced that all of its Australia voyages were canceled due to tensions in the Red Sea.

A spokesperson for Virgin previously told Business Insider that it had offered all prize winners new complimentary vouchers for cruises on its other international sailings.

But Morgan said traveling to Europe or the Caribbean is unfeasible, as it could cost her and her partner up to $8,000 — more than the $7,000 value of the voucher.

Experts say Virgin should cover the cost of the flights or offer a different prize

Tenile Clarke , a managing director and principal publicist at Chambers Media Solutions, told BI that Virgin should "definitely offer" to pay the cost of the flights.

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"Ultimately, this decision boils down to sound reputation management, and the negative publicity that can come from this for Virgin is a significant lesson in the brand's understanding that every customer is a potential ambassador for the product and experience that you offer to any community," Clarke said.

She said this incident is the "antithesis" of Virgin's brand values, which comprise "generosity and lasting social impact."

"While I don't think it will hurt on a macro scale, I do believe that they have to look at their reputation as one of the largest airlines operating in Australia — it's one of their largest source markets," Tenille said.

Balkrushna Potdar, a marketing lecturer at the University of Tasmania, told ABC that this incident may cause customers to lose trust in Virgin's brand.

"The winner's negative experience may become a cautionary tale dissuading potential customers from engaging with the brand," he said, adding that the company should cover the cost of the flights.

Speaking to ABC, Morgan said Virgin's PR team "stopped responding" to her messages after she pointed out how expensive the flights would be.

"We were genuinely shocked, we thought Virgin would provide us with an alternative prize like a flight credit… or they would allow us to rebook on a later season," Morgan said.

"They sort of gave up on us … like 'you're a bit of a problem now,'" she said.

Emma Cruises , a British travel blogger and cruise expert with around 330,000 YouTube subscribers, told BI that it could be unreasonable to expect Virgin to pay for the flights for every person affected by the Australia cancelations.

"The winners shouldn't be expected to pay for flights to claim their cruise, but I also wouldn't expect Virgin to pay for flights for every guest as it wasn't part of the original prize," Emma said.

"I'm sure that the winners would be happy with an alternative like Virgin gift cards to the value of the cruise, which could be used for Virgin Holidays, flights or experience days," she added.

Virgin Voyages declined to comment when contacted by BI for this story.

Watch: While Delta's business is 'extremely robust,' the airline's marketing chief stays focused on the data

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Air's Moon Safari is an era-defining French album worth celebrating, 25 years on

There's no telling how many special moments have been soundtracked by Moon Safari, the acclaimed 1998 debut album from French duo Air.

An era-defining record of pristine, space-age lounge music delivered with cinematic atmosphere and a distinctively French je ne se quios , Moon Safari was a universal critical and commercial success upon release.

The lush easy-listening music was perfectly suited to post-club comedowns, hip cafes, and make-out sessions: smooth and dreamy enough to be played in the background, but singular and masterfully crafted enough to reward close listening.

It proved highly influential, too. But the wave of mellow, down tempo imitators and 'chill out' CD compilations it spawned struggled to surpass Air's chic, exquisitely woozy beauty.

'It was not meant to be played live'

Jean-Benoît Dunckel, one half of Air alongside Nicolas Godin, never expected Moon Safari's enduring success.

"We never imagined this album could work that way worldwide," he tells Karen Leng on Double J Lunch. 

"It took time, it took decades, [but] the success is not by us, the audience made [it]."

This year, the duo has been playing Moon Safari in full around the world on their first tour in seven years, including Australia.

"It was not made to be played live," says Dunckel. 

"We had to adapt it for the live [setting]. That is what the people want to get — this special feeling they heard the first time… to live again these feelings."

Having played two nights at the Sydney Opera House as part of Vivid Live , Air will live-stream their show at London's Royal Albert Hall this weekend.

"It's a beautiful venue," says Dunckel, who is keen to preserve a pristine performance of the album online for future access.

"It's really important to do that because… people can also discover the band live. Some people appreciate the live versions more than the recorded versions."

Performing as a trio, alongside drummer Louis Delorme, Air play inside an oblong box adorned with dazzling lights and visuals, which morph from swathes of minimalist colour to the perspective of a spaceship enjoying interstellar travel.

"We play in a box of light. It looks a bit like the studio on the cover of 10 000 Hz Legend," says Dunckel, referencing the band's second studio album — a weirder, wilder reaction to Moon Safari.

"It could be a home, it could be our world, our head, our architectural concept. It helps for people to enter into a world… people like [that] intimacy."

Dunckel says people often ask: "Are you not bored to play these songs you play for 20 years now?"

"Sometimes I struggle — because you have to concentrate, and you have to play. But I'm never bored. It's always a pleasure."

Moon Safari is a product of its era, but it's also aged beautifully.

It's an evocative listening experience, from the moment lengthy opener 'La femme d'argent' ushers you in with the sounds of water and slinky bassline, through to the weightless pop and robot-voiced melodies of 'Kelly Watch The Stars' and 'New Star in the Sky'.

In 1998, its retro-futuristic arrangements already sounded timeless. 25 years later, its ability to transport your mind and imagination elsewhere hasn't dated one iota.

"It could be a journey, a love story," remarks Dunckel. "That's why we're really attached to it. I think the audience is searching for that, too.

"It helps human relationships in every way," adds Dunckel. Over the years, Air fans have shared "so many stories" of what the album means to them.

"Most of the time it's for love. It's always, 'I met my girlfriend or wife this time'."

Back in 1998, Dunckel told triple j that while hiking in Iceland, his guide revealed Moon Safari was his love-making soundtrack.

There's "probably" plenty of babies in the world with some of the album's DNA in them since, Dunckel estimates of a new generation discovering Air for the first time.

"As we are getting old now, it's becoming that people say, 'oh yeah, my parents were listening to Moon Safari when we were travelling in a car; this family time'."

Sexy Boy, the surprising queer anthem

For many, debut single 'Sexy Boy' was their first introduction to Air. A seductive slice of synth-pop that brought vocoder back to the pop charts and sung in both French and English.

It's a seemingly simple song but Dunckel notes there's "a lot of tolerance and freedom" embedded in it.

"Sexy Boy, first of all, is a strange title because it breaks a certain taboo. The taboo is that heterosexual boys can check out other boys," he explains.

"Also, it became a gay slogan in a way. A gay anthem."

The song took on a new meaning in late 90s Paris when the electronic music scene's wider acceptance of the LGTBQI+ community led to more club and techno nights dedicated to queer punters and DJs emerging.

"There was a lot of gay parties," says Dunckel. "Homosexuality is everywhere in the world, and it's always existed, always there. So, it was important to liberate this movement."

Originally, the song's titular phrase was inspired by Parisian fashion culture.

"People are checking each other out all the time… In Paris, when a couple is meeting another couple, the girl is not going to check out the boy. She's going to check out the other girl: analyse what she wears, how she behaves, what is the fashion or type of the boyfriend.

"Sexy Boy is speaking about that. The fact a man wants to be a pretty man and he is checking [out] other boys."

A popular soundtrack choice, featured in teen rom-com 10 Things I Hate About You and noughties TV drama Queer As Folk, 'Sexy Boy' is also a testament to youth.

The French verses are "celebrating that golden age of being young," Dunckel explains.

"When you're young you don't realise you're at the top of your life. You have a lot of power, actually… because you're beautiful. Your skin, hair, you feel great, you have a lot of energy."

The makings of a classic

Despite its iconic status, Moon Safari was actually the last roll of the dice for Dunckel and Godin.

Raised in the conservative suburb of Versailles, the pair began making music together after meeting at school. But after having their demo tapes rejected by every record label they approached, they quit music and instead focused on their studies.

Each had established careers — Godin in architecture, Dunckel in mathematics — when an opportunity presented itself in a close friend landing a role with Virgin Records imprint Source.

They landed a deal with the label but ditching their jobs for a full-time career in music to support their burgeoning families was a gamble.

"We were 26 years old. We were not sure we come be musicians for the rest of our life," remembers Dunckel. "I was already working [as] a physics teacher… I had a baby."

Thankfully, their risk was rewarded when their debut album became a breakout international hit. Air was swiftly lumped alongside a fresh wave of Parisian artists reinventing the electronic music scene in the late 90s.

Dubbed French touch, the movement included Cassius, St. Germain, Étienne de Crécy, and Daft Punk, who recorded their breakout 1997 album Homework down the street from where Air made Moon Safari.

"There was a kind of energy circulating all over Paris," recalls Dunckel. "Paris is kind of small; all the media, artists and business part of it [were] working all together."

The worlds of music, fashion, contemporary art, cinema — "everything was mixed," Dunckel says.

"At this time, new generations of young people coming from the suburbs are even inside Paris and mixing all these rich, futuristic concepts together with new machines, samplers, computer programs to make music."

A fond farewell to youth

Despite being poster boys for the future of French music, Moon Safari was an evocative, nostalgia-drenched ode to Dunckel and Godin's past.

"In a way it was the end of my youth… That's why the songs [on Moon Safari], there are a lot of regrets and it's a goodbye to our youth and the innocence of it.

"It's full of vibrations from teenage times."

Although labelled an electronic act, Air's music wasn't rooted in beats and house music. Instead, they armed themselves with analogue Moog and Korg synthesizers, vintage drum machines, vocoders and the trusty Rhodes piano.

The resulting compositions bore the esprit of Serge Gainsbourg, electronic pioneers like Jean-Michel Jarre, and the 1970s film and TV soundtracks of Dunckel's childhood.

There's a fondness for the psychedelic grandeur of Pink Floyd and ELO. But also, Burt Bacharach arrangements, particularly in the wistful French horn topline of ''Ce matin là' (This morning) and the easy-going 'You Make It Easy' and 'All I Need', both featuring the lyrics and vocals of Godin's then-neighbour, Beth Hirsch.

From its lush, otherworldly sounds right down to its title, Moon Safari gives rise to cosmic ideas and conducive to escapism. That spirit is central to Air's entire ethos.

"I think music exists in paradise and you can feel this [album] is in a strange interface between our world and something else."

Such ephemeral expressions might be surprising coming from a former physics teacher, but Dunckel says "both sides of your brain help" when it comes to making emotive art.

"There is a mathematic aspect of music, that analyses and helps you perform and conceive music. But there is something else happening, your heart is talking.

"As a musician you're organising the vibrations of your heart and the feelings into music… vibrations travelling into space and air."

"When I do a song, it's all about 'what do I feel?'" Dunckel concludes.

"For me, good means it affects me. No good means I don't feel anything… if it affects me, it's going to affect others, too. They're going to feel the feelings I do, too."

Air live-stream their performance at London's Royal Albert Hall on Saturday 1 June. Details here .

Hear Karen Leng hosting  Lunch on Double J from midday Monday to Thursday.

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Virgin Voyages TV Spot, 'Virgin Voyages Says No Kids on the Ocean'

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After hearing that Virgin Voyages only allows people ages 18 and over on its cruises, this choir of young children finds it so outrageous that they have no choice but to burst into song and cause a commotion. Virgin Voyages firmly sticks to its age limit so that adults everywhere can enjoy some much-needed kid-free peace on the ocean.

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