The Problem

Virgin Atlantic, Virgin Australia, and Virgin America Airlines each had their own individual mileage plans which were non-transferable between each other. This caused market confusion and left many loyal and first time fliers frustrated when they realized their loyalty points would not transfer between the three airlines, as to the consumer, it was just one airline....Virgin Airlines.

The Solution

Under our five year contract with the entertainment and marketing arm of the Virgin Group, Virgin Produced; we worked with the three companies developing 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. We also needed to send the message to the consumer, in a way only one would expect from Virgin!

We created Departure Date, the first ever film to be shot at 35,000 feet with live passengers on board across three continents in one week. This campaign gave the airlines high quality print, digital and traditional content and generated the buzz around the WHY they were doing it.

It provided their passengers a unique and fun experience to tweet about while delivering large amounts of earned media. With Los Angeles being the core hub of where all three brands touched, we opened the L.A Film Festival at L.A Live. Drawing headlines for making a film that went around the globe in one week while in flight, we worked with our star cast, Nicky Whelan, Luis Guzman, and Ben Feldman to help engage the press in our message.

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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