The Problem

Virgin Atlantic, Virgin Australia, and Virgin America each had their own mileage plans which were non-transferable between the airlines. This caused market confusion and left many loyal and first time fliers frustrated. Working with all three airlines, we developed a solution to make the miles transferable. We needed a unique, budget conscious way to announce the universal mileage program, especially within their key hub markets of Los Angeles, Sydney, and London.

The Solution

Departure Date, the first ever film to be shot at 35,000 feet with live passengers on board. This campaign gave the airlines high quality print, digital and traditional content. It provided their passengers a unique and fun experience to tweet about. Most importantly, it delivered large amounts of earned media as the airlines had a limited budget to distribute the content.

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THE RESULTS

Departure Date was delivered to over 3.1 Million passengers during its 6 month run aboard all three airlines. It also garnered over 6 million earned media impressions through digital and print coverage. It was selected to open the Los Angeles Film Festival where film critics from Variety, Entertainment Weekly, The Los Angeles Times, The Huffington Post, The New York Times, Getty Images and others covered the release. The campaign was also featured in Ad Week as the Ad of the Day and won the People’s Choice Webby for Branded Content.

0.5M
PASSENGER VIEWS
0.5M
IMPRESSIONS