London, UK, August 2, 2012—R/GA London is pleased to announce that it has been appointed Virgin Atlantic’s official digital partner to carry out a design and usability refresh of the airline’s remaining heritage IFE (In-Flight Entertainment) system. Combining R/GA’s expertise in creativity and technology, the updated design of Virgin Atlantic’s v:port IFE system will put Virgin Atlantic’s best in class content centre stage by having the movie as the hero, and is scheduled to go live onboard 25 Virgin Atlantic aircraft later this year.
Simon Soni, Virgin Atlantic’s Head of In-Flight Services said “Virgin Atlantic prides itself in offering one of the best onboard media experiences in the sky and through a new stylish and simple to use design from R/GA London we’re sure our passengers will find the system easy to use and as pleasurable as the movies themselves.”
Consumer insights told R/GA London that airline passengers see an IFE system as a movie player first and foremost – with additional features secondary. As a result, R/GA London will be developing and designing a new user experience which allows movies to be the focal point of the solution, whilst also allowing intuitive exploration of all other media elements.
“The whole office is buzzing about this project and the fact we’ve added a new vertical sector to our client portfolio. It’s a great opportunity for us to really combine our tech and creative skills into an innovative digital user experience – simplifying complex technology for consumers is what we do best” said Jim Moffatt, VP Managing Director, R/GA London “Virgin Atlantic is exactly the type of forward thinking client that this agency enjoys partnering with, and we’re all looking forward to delivering this exciting platform later in the year.”
R/GA is a full-service agency that transforms the way people interact with brands. Founded in 1977, R/GA has been heavily awarded for its work in film, television, and digital advertising, including online and offline, across mobile, retail, social, technology, and creative. The agency has more than 1,000 employees globally, with offices in New York, Chicago, San Francisco, São Paulo, Buenos Aires, London, Stockholm, and Singapore. R/GA is part of The Interpublic Group (NYSE:IPG), one of the world’s largest advertising and marketing services organizations. For more information on R/GA, please visit us on Facebook and Twitter