Valentine’s campaigns ‚Äì from soppy to silly

Agencies and clients have been getting in touch with their romantic side to launch projects and campaigns for Valentine’s Day.

Jetstar and dating site RSVP have launched Australia's first in-flight dating service.

Today, 28 singles will board the 'LoveJet' on a mystery dating flight from Sydney to the Gold Coast. The event was planned after a survey of 1,200 RSVP members revealed the majority would be 'whisked away for lunch or dinner' for their ultimate Valentine's Day.

The singles were chosen through an application process on RSVP's website and will be coached and cajoled by comedian Tommy Little to ensure there are no awkward pauses en route.

Liz McCarthy, Jetstar's head of marketing and PR, said: "Mystery dating is such a common practice, but to have it unfold in the air will certainly provide a unique experience."

Creative agency Tongue has put together a book for loved ones, called I Will Love You Until, that is on sale in General Pants Co stores from today until Mother’s Day.

With words by Libby Jane Charleston and illustrations by Jed De Pyper, the hardback features a series of quirky comments such as “I will love you until… The Grand Canyon fills up with pink milk” and “I will love you until… Mount Everest melts in the midday sun.”

Food and drinks company Lion has launched a Valentine’s campaign (pictured) for its Toohey’s 5 Seeds Cider.

Created by the winners of the 2012 Caxton Cadets competition – BMF’s Mark Carbone and Martin Svane – the campaign is appearing in Australian newspaper mastheads in print, web, tablet and mobile formats.

The campaign has a ‘looking for love’ theme and tells a story, following the bearded twins from the original campaign.

Tony Hale, CEO of The Newspaper Works, said: “Fostering the creative use of newspapers across both print and digital platforms is the cornerstone of the Caxton Cadets competition and Lion has provided a wonderful brand opportunity to realise that. The winners of the 2012 Caxton Cadets have demonstrated how transmedia newspaper and advertising can reach a young audience and engage them using both print and digital platforms to sell a compelling story.”

M&C Saatchi is behind a Valentine's campaign for Pizza Hut, for Eau de Pizza Hut. The ad, depicting a cologne bottle spraying out a slice of pizza, was launched off the back of a Pizza Hut Valentine's Day Facebook competition in which the perfume was part of the prize pack.

Twenty20 Communications has also created a Valentine’s campaign – for Thirsty Camel bottleshops.

The agency has produced ‘The Pick Up’ – a video highlighting the surprises and perils of online dating, with the tagline ‘pick up what you really want’.

Leah Grinter, director of marketing for United Inkeeper Association Limited, said: “We believe this campaign is a great reflection of Thirsty Camel’s brand identity and ties in with the cheeky nature of the brand. It’s fun, it’s bold, and we are excited for its release.”

The movie is available at the campaign website and on Thirsty Camel’s Facebook page.

And creative agency Lunch Partners is behind a Valentine’s campaign for Sydney’s Kirketon Road Centre, distributing thousands of condoms in bars and clubs in the city with the message: “This Valentine’s Day, wherever you want to shoot your cupids arrow, remember ‘Love is…’”.

The Kirketon Road Centre provides health care services to socially marginalised populations.

Badjar Ogilvy has created an online Valentine's campaign for Mini, aimed at anyone who hasn't yet bought a gift for their other half. Romantics can visit the Mini Facebook page, tell Mini the name of their loved one, and they will get a personalised love song.

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