Virgin Voyages Releases ‘The Voyage’ Ahead of ‘Now We’re Voyaging Campaign’

Virgin Voyages paid homage to its musical roots with the release of “The Voyage”, a four-minute music video set to the tune of Culture Club’s familiar 1983 song, “Karma Chameleon”. The video outlines 24 magical hours aboard the cruise line’s first ship, Scarlet Lady, with scenes of Sailors partaking in sunrise yoga, Michelin star-curated menus, a wild pool party and the brand’s signature “Shake for Champagne” feature within the Virgin Voyages’ app.

In a January 6, 2023, statement, Virgin Voyages shared that the music video is just a taste of what’s to come from the brand’s new campaign “Now We’re Voyaging” which will debut later this year. The supplier continued stating that Now We’re Voyaging is the cruise line’s way of driving business to travel advisors through commercials, billboards, radio spots, social media and more, giving them the commission they deserve.

“We have won the hearts and minds of hundreds of thousands of Sailors who have fallen in love with Virgin Voyages because we created an experience everybody could love,” said Nathan Rosenberg, chief brand officer of Virgin Voyages. “As we continue to showcase our ships to the world, we wanted to share what it’s like on board based on what our Sailors have told us and shared on social. It features real Crew and is a celebration of travel and Voyaging. ‘The Voyage’ music video shows this in such a unique and relatable way, from a quiet and restorative feeling to a dreamy, curious and energetic state.”

A Virgin Records hit of the 1980s, Karma Chameleon is turning 40 this year making it the perfect anthem to celebrate Virgin Voyage’s success. The Voyage was crafted by Director Jonas Åkerlund and features Pop Artist Drew Love.

“We believe that brands should create culture rather than interrupting it,” said Jason Xenopoulos, co-chief creative officer for North America at VMLY&R. “‘The Voyage’ is an example of how music and entertainment can be used to tell a brand story while delivering an authentic entertainment experience to the audience. Virgin Voyages deserves more than an ad campaign, and we are delighted that we could create an entertainment experience instead — one that will live in culture where this brand belongs.”