"Skyboard" An Australian First As Gillette & Virgin Blue Fly M3power™ Around The Nation25/02/2005
Gillette Australia and Virgin Blue have teamed up in an Australian first to launch a flying billboard promoting the new Gillette M3Power - the revolutionary new powered razor, with the unveiling of the Gillette M3Power Plane.
The move to launch the new Gillette M3Power Plane makes a Virgin Blue Boeing 737-800, the biggest mobile billboard or “skyboard” ever seen in this country.
The entire body of the aircraft, apart from the well-known Virgin branded tail and winglets, will be painted in M3Power’s signature black, with green lines to tie in with the rest of the campaign elements.
Virgin Blue Chief Executive Officer Brett Godfrey said, “Virgin Blue is well known for thinking outside the square and challenging traditional methods and we’re thrilled to introduce a new advertising concept in Australia.
“It’s an exciting decision, but one not taken lightly. We are very protective of our brand. While others have expressed a desire to use our planes as billboards in the past, Gillette is a like-minded company and we are delighted to be partnering with them.
“The idea of advertising on jets is very Virgin Blue – new and not been seen here before. With 49 aircraft in our fleet we may well consider extending it to some of our other planes and having some fun with that,” Brett Godfrey finished.
John Bower, Regional General Manager, Gillette Australia, New Zealand and South Pacific, said M3Power’s marketing campaign has been designed to equal the innovation of the product.
“With such a leap in technology and a transformation of the wet shaving category, we thought it only proper to deliver it with an equally bold and unique marketing campaign,” he said.
“By introducing power to wet shaving, Gillette has set a precedent in razor technology, offering a totally unique shaving experience to Australia’s male population. By introducing jet power to our outdoor advertising, we have raised the bar well beyond expectations.”
John Bower continued, “An exciting new media concept seemed the perfect way to announce Gillette’s latest leading-edge products. We are very pleased to be onboard with Virgin Blue - its Guests are the ideal audience for this exciting new technology.”
The aircraft will fly the Gillette M3Power flag for at least three months and during its travels will visit every major city in Australia.
The Gillette M3Power Plane will run in conjunction with the rest of the integrated multimedia launch campaign, emphasising the revolutionary nature of the new product – Gillette’s first ever battery-powered shaving system along with Gillette’s best ever blades.
Virgin Blue and Pacific Blue, Virgin Blue’s international airline, currently operate a fleet of 49 modern Boeing 737 aircraft flying to 23 destinations across metropolitan and regional Australia, as well as six international destinations taking in New Zealand, Vanuatu, Fiji and the Cook Islands. Virgin Blue has been recognised with a number of awards including the prestigious OAG Low Fare Carrier of the Year 2004.