February 12, 2013 § Leave a comment
Virgin Atlantic teamed up with British artists Ben Eine to offer its “Upper Class” members an new in-flight service: viewing and potential purchase of one of ten of his trademark typography works, ranging form £2.500 – £15.000. “The Gallery in the Air” also offer a “behind the scene” look of the art works creation and lets passengers buy the art work just like any regular duty free item – well kind of…
“We have created a completely original way of appreciating and buying art – a new frontier for the industry.” the artists said. The collaboration is only a first in a series to follow.
The initiative is a great example of how a brand creates a surprising and remarkable experience for a selected group of their customers, enhancing the overall brand experience while simultaneously promoting art in general and particularly Eine and the British art scene. The artists and his art works were well chosen and represent the values of the brand perfectly: British, young, playful, and fun. Another great example of a brand using non-product/service related art to enhance the brand expereince. It stimulates positive associations for the brand and creates positive word of mouth and free editorials along the way.