Event TV: Cake enlisted for Virgin Atlantic sky-high activation

Virgin Atlantic has hired experiential agency Cake to handle an event to celebrate the launch of its latest aircraft, which will involve music artistes Rudimental and Gorgon City performing 30,000 feet in the air.

Rudimental and Gorgon City to perform on new Virgin Atlantic aircraft
Rudimental and Gorgon City to perform on new Virgin Atlantic aircraft

The #FlightDecks gig, taking place on board the new Virgin Atlantic 787 aircraft on 23 October, as it flies from London to Atlanta, USA, for the first time. More than 250 competition winners and VIPs will be invited to board the flight to enjoy an exclusive DJ collaboration with BRIT Award-winning Rudimental and north London electronic music duo Gorgon City.

Audiences around the world will also be able to enjoy the gig as it becomes the first to be live streamed via wi-fi while the 787, called Birthday Girl, is flying over the Atlantic Ocean.

Cake will be handling the whole process on behalf of Virgin Atlantic, including concept creation, PR, event production, talent handling and the development of a microsite.

Fay Burgin, Virgin Atlantic head of global PR, said: "The 787 is a big step forward for us in terms of both innovation and our commitment to constantly delight our customers. With this in mind, we want to make sure that Birthday Girl’s inaugural flight is truly memorable.

"Bringing together two cutting-edge music artistes and attempting an absolute world first feels like a good way to cement the 787 as the centrepiece of our fleet."

Amir Amor of Rudimental added: "We are all buzzing for this gig. We have played some pretty mental shows over the past two years but I think this is going to be a memorable one."

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