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.