THE CHALLENGE
Virgin Atlantic wanted earned and social content to support their PR initiatives that highlight the distinct features of their Economy service. The objective was to connect with both current and prospective long-haul travelers, showcasing the unique touches that set Virgin Atlantic’s Economy experience apart from the competition.
THE STRATEGY
Our strategy focused on showcasing Virgin Atlantic’s crew as the real stars, delivering their distinctive flair and exceptional service from takeoff to landing. Our content allowed them to shine, complemented by someone who could bring an extra touch of sparkle. With his passion for the brand and his captivating charm, Rylan Clark emerged as the ideal choice to embody that iconic ‘Virgin flair.’
THE CREATIVE
During a 10-hour flight from London to Miami, Rylan donned his Vivienne Westwood uniform and took on the role of crew-in-training alongside the fantastic Virgin Atlantic team. By providing personalised service infused with his distinctive Rylan flair, our content showcased the standout features of the Economy service while allowing the crew to truly shine.
THE RESULTS
– Content included in 41% of editorial media coverage
– Featured on Lorraine and Good Morning Britain
– 1.3m organic views on Rylan’s social channels
– 99% positive comments
– Viewers even called for a TV series based on the content
