Virgin Entertainment Group, London, last week broke a 30th-anniversary campaign across several divisions including Virgin Megastores, Virgin Atlantic Airways, and Virginmega.com.
The month-long Best of British effort centers on activities in Virgin Megastores' 20 North American retail outlets. Events include a Revenge of the Brits party with pop band Travis held last week at the Times Square store in New York City, a July 14 "Tea Party" at all locations, and Webcasts of other to-be-announced in-store concerts. All shoppers get a Best of British magnet free with purchase.
Meanwhile, Virgin Atlantic hosts a sweeps awarding a U.K. vacation package. TV, print, radio, and P-O-P displays support. Bulldog Drummond, San Diego, handles the campaign, with advertising from Chiat/Day, London.
