Business Daily from THE HINDU group of publications
Wednesday, Aug 16, 2006
Business Daily from THE HINDU group of publications Wednesday, Aug 16, 2006 |
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People Logistics - Airlines Marketing - Promotions & Offers Variety - Cinema Virgin is James Bond's new flying partner Ashwini Phadnis
At a glance India to feature prominently in promotional activities It could include tie-ups with local theatre groups screening the film. For Virgin Atlantic, the partnership may be a way to bond to with its clientele here.
New Delhi , Aug. 15
The new James Bond movie set for a worldwide release this November is not only going to have a new Bond in actor Daniel Craig but he is also going to have a new travel partner in the London headquartered Virgin Atlantic Airways. The airline is the global partner for the latest Bond film Casino Royale. Besides the new Bond and his new flying partner, film buffs will also get a glimpse of the Virgin boss, Mr Richard Branson, in the film. The British billionaire plays a cameo and features in a check-in sequence at Miami airport. Also, one of Virgin's latest acquisitions, the long haul Airbus A-340-600 aircraft has been used in a chase sequence. Though the worldwide release of the film on November 17 is still some time away, Virgin Atlantic has started planning a series of promotional and marketing initiatives connected with the 21st Bond movie, which has been shot in the UK, the Caribbean and Prague. India too will feature prominently in the promotional activities connected with the film. These could take various forms including tie-ups with the local theatre groups screening the film. The airline was also connected with the worldwide promotion of the recently released movie Da Vinci Code, during which prizes on offer included free air tickets to London. "Internationally the airline is looking to promote the new Bond film in a big way. India will be a part of the global initiative. But the details of what is being planned by way of promotion here are still to be worked out," a Delhi based senior Virgin official added. The Virgin-Bond tie-up could prove a win-win situation for both the viewing public in India and the airline. For moviegoers, it could translate into winning prizes while enjoying the thrills and chills of all the Bond action as he searches for connections between a trail of torn playing cards and a series of recent bombings.
Sees big potential
And for the airline, which sees tremendous potential in the Indian market and is keen to expand its presence here by adding flights to existing destinations and operating to new local destinations, it could prove to be an innovative way of bonding with its clientele. While neither the airline nor the promoters are revealing much at the moment, there is a strong possibility that an international celebrity may jet into India for the premiere of the movie.
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