Virgin brings aboard 'Austin Powers' tie-in

Goetzl, David; Snyder, Beth; Petrecca, Laura
May 1999
Advertising Age;5/10/1999, Vol. 70 Issue 10, p3
Trade Publication
This article reports the launch of the advertising campaign for Virgin Atlantic Airways, featuring the movie character Austin Powers, in the U.S. in May 1999. The campaign's goal is to establish an early top-of-mind link between the airline and the film, Austin Powers: The Spy Who Shagged Me, which will debut on theaters on June 11. Virgin hopes to benefit from the advertising dollars New Line Cinema and other corporate partners will spend to promote the movie as well as from the free publicity the movie is expected to generate as it battles the new Star Wars prequel at the box-office. The advertisements, created by CMG Communications, feature Power in a retro velour suit and use the spy's distinctive language. The advertisements will appear on billboards, phone booths and buses in several U.S. cities.


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