Start went back to Virgin’s musical roots for inspiration when creating a integrated launch campaign and identity for its new digital music service.

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For the UK launch of Virgin’s latest business, Start took the company back to its roots in a campaign that mixes traditional and online rich media promotion to great effect. As Virgin’s lead brand agency for more than a decade, Start was appointed by Ashley Stockwell, Virgin Group brand marketing director, and Andy Kendrick, ex-Virgin Megastore head of marketing, to manage the campaign for its fledgling digital music service and new brand, Virgin Digital.
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Competing with iTunes and Napster, the new music download service will be available though the Virgin Digital Web site offering over one million tracks along with various customer benefits.
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Start’s executive creative director Darren Whittingham explains the challenge of the project: “The idea was to create something that was truly distinctive from the competition and that was music driven, along with a brand identity that formed the backdrop to the campaign.”
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According to Whittingham, the team’s first focus was to create a brand identity that captured the spirit of Virgin’s original music roots before creating the launch campaign and helping to plan a strategy for how the brand would be launched on and offline.
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<h2>Going back to its roots</h2>
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