In partnership with Virgin Group and Bain Capital, Virgin Voyages has released a cheerful music video for Culture Club's iconic '80s hit, Karma Chameleon, which Drew Love has expertly reimagined.
Created in collaboration with creative agency VMLI&R, the spot titled "Journey" promotes the soon-to-be-expanded cruise line.
It also marks the 40th anniversary of the debut of the original Karma Chameleon, which was released by Virgin Records - a sister company of Virgin Voyages - and is among the label's biggest hits of all time.
The music video, directed by Jonas Åkerlund, whose portfolio includes work for the Rolling Stones, Madonna, Beyoncé and other A-list artists, takes viewers aboard Virgin Voyage's Scarlet Lady, offering a glimpse into life on board.
Now we’re voyaging! Loved seeing @VirginVoyages' first ever music video. Watch it in full for a fun little cameo... https://t.co/kKxkppYdc3 pic.twitter.com/95XGwGJZsP
— Richard Branson (@richardbranson) January 8, 2023
In the nearly four-minute film, passengers are seen making the most of what the cruise ship has to offer - relaxing on private balconies, rollerblading, enjoying pool parties and soaking up the nightly entertainment on offer. It closes with spectacular fireworks display where the catchphrase "Now we travel" is written sparkling in the sky.
"We won the hearts and minds of the hundreds of thousands of sailors who fell in love with Virgin Voyages because we created an experience that everyone could love," Virgin Voyages Chief Brand Officer Nathan Rosenberg said in a statement. "As we continue to introduce 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 media." It features the real crew and is a celebration of travel and travel.”
The spot is the first part of the brand's newly launched campaign "Now we are on a journey". It builds on the brand's previous marketing efforts, which similarly emphasized the onboard content package and entertainment offerings. The 2021 "Set Sail the Virgin Way" campaign highlighted the Scarlet Lady's ocean-view runway, deck pools, chic lounges, game rooms, luxury restaurants, and more.
The creatives at VMLI&R believe the new campaign speaks to a growing shift toward brand marketing that's focused on entertainment – not sales. As the agency's co-chief creative officer, North America, Jason Xenopoulos, put it: “Brands should create culture, not break it. "Journey" is an example of how music and entertainment can be used to tell a brand story while giving audiences an authentic entertainment experience. Virgin Voyages deserves more than an advertising campaign and we're thrilled to be able to create a fun experience instead – one that will live on in the culture the brand belongs to.”
As it stands, the cruise line only owns two ships, both of which are slated for Caribbean sailings this winter. However, the brand is preparing to expand its fleet: this year it plans to add two new ships to its offer. The upcoming Resilient Lady will debut in Athens and is scheduled for her maiden voyage in May, while Brilliant Lady is expected to join the group later this year and will be based in San Juan, Puerto Rico. All four ships are almost identical and each can accommodate more than 2,770 passengers.
