Virgin America
The best airline campaign ever...
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IMPRESSIONS
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EARNED MEDIA
Client Background
- Lifestyle airline known for its bold, customer-first approach.
- Market: North America
- Industry: Aviation
Scope
- Create an ad campaign focused on customer experience and airline safety.
- Reengage inactive loyalty customers, boost brand affinity, and increase ticket sales.
- Creative strategy to support earned media activations.
Challenges
- Turning the most hated portion of airline travel into an engaging campaign people want to share.
- Limited paid media budget requiring success of campaign to live on earn media and virality.
- Keeping strong creative while staying compliant with FAA regulations.
Solutions Implemented
- Build creative to host a large footprint of talent with strong social follower base.
- Instead of a traditional commercial or music video director, we chose acclaimed film director Jon Chu (Wicked, Crazy Rich Asians) for his unique talent in bringing story, movement, and humor vividly to life.
- Collaborated with in-house PR for an earned media push designed for viral lift.
RESULTS
By leveraging innovative strategy, creative, and influencer amplification, we helped Virgin America create a cultural moment around airline safety in a fun and relevant way, which increased brand affinity, loyalty, and sales, while outperforming their competition.
M
IMPRESSIONS
M
VIEWS
$M
EARNED MEDIA
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