New Virgin Voyages Video Campaign Uses Culture Club’s Iconic Hit
Bear Voyages will set sail on a Virgin Voyages cruise on the Mediterranean Sea later this year with its last port of call in Sitges, Spain just in time for Sitges Bear Week! But recently right now, Richard Branson’s award-winning and 5-star rated cruise and travel brand, Virgin Voyages is celebrating the start of 2023 with the launch of a video inspired by a music video, The Voyage. Visionary director Jonas Åkerlund created the video to celebrate the exclusively adult experience and takes viewers on a cinematic journey through 24 hours at sea.
The cool thing is that the video’s score is a reimagining of Culture Club’s iconic, 1983 song, “Karma Chameleon,” featuring pop artist Drew Love. Originally released by Virgin Records, the new Virgin Voyages-inspired tropical house tune is debuting during the 40th anniversary of the original song’s iteration, paying homage to its Virgin roots with the iconic tune as the backdrop to an exclusively-adult sailing experience.
Starring real Virgin Voyages Crew members and Sailors, the video was inspired by their first-hand experiences on board. “The Voyage” was filmed on the brand’s first ship in the fleet, Scarlet Lady, and captures the essence of what it’s like to vacation with the brand, incorporating moments of relaxation such as sunset yoga and the serenity of vacationing at sea.
At the helm is acclaimed Swedish director Jonas Åkerlund, whose work has been internationally awarded for feature films, documentaries, music videos, commercials, and stage shows. Beyond these projects, Åkerlund has directed music videos for renowned artists such as Madonna, Lady Gaga, Beyoncé, The Rolling Stones, Paul McCartney, and Maroon 5. Working together with the team at Virgin Voyages, Åkerlund’s melodic, visually-driven storytelling brings to life the feeling of transformative sailing aboard a Virgin Lady Ship.
Alongside this creative vision, the brand partnered with vocalist and songwriter, Drew Love – of the band THEY. – whose sound spans across genres including R&B, pop, dance, and hip hop. Apart from THEY., Love pursues independent, solo projects and co-writes for other artists including G-Eazy, The Chainsmokers, SG Lewis, Louis the Child, and John Legend.
“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. As we continue to showcase our ships to the world, we wanted to share what it’s like onboard based on what our sailors have told us and shared on social,” said Nathan Rosenberg, the chief brand officer of Virgin Voyages. “It features real crew as well 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.”
Delivered as a methodically-driven short film, Virgin Voyages tells its story through the lens of the Sailor experience, all firmly rooted in the musical DNA of Virgin. This new music video also coincides with the launch of the new brand campaign, Now We’re Voyaging. In 2018 Virgin Voyages invited travelers to Stray the Course and consider the possibilities and innovations in cruise travel. In 2021, Richard Branson’s new company invited travelers to Set Sail the Virgin Way, asking Sailors to expect the unexpected. Often called a disruptor in the travel sphere, Virgin Voyages is elevating the experience yet again with Now We’re Voyaging. The brand campaign exemplifies the duality of excitement and relaxation Sailors can expect aboard Virgin Voyages’ award-winning vessels.
Even as the newest cruise brand to enter the industry, Virgin Voyages has been making waves since its first sailing in 2021. With more five-star ratings than any other cruise line on TripAdvisor and numerous industry awards and accolades, the brand welcomes 2023 as its most exciting year to date. On the horizon, Virgin Voyages will take delivery of two additional ships – Resilient Lady and Brilliant Lady – sailing to exciting new destinations including Greece and Australia.
To enjoy the sounds of Virgin Voyages’ modern take on “Karma Chameleon” and dive into the world of Now We’re Voyaging, visit here. For more information on Virgin Voyages and where the company sails, visit www.VirginVoyages.com or call your First Mate.
