Virgin Atlantic
Flying is rarely pleasurable, but Virgin Atlantic created an experience worth going the distance, and you might just miss your flight.
Now Flying Full-Day Getaways
Because Virgin Atlantic makes an experience fit to last, we launched the longest direct flight with a 24-hour route from London to Auckland.
We designed a new Airbus for the journey, crafted with only First Class and Premium economy seating, two dining areas, spa showers, and improved entertainment.
VR Game Masks
For extra in-flight delight, we collaborated with Meta to bring Meta Quest VR eye masks to every seat, complete with Virgin-themed games and passenger chat rooms.
To promote the new route, we collaborated with British singer-songwriter RAYE to transform the music video for her hit song “Where Is My Husband” into a spot called “Where Is My Booking.”
Travel With RAYE
Raye welcomed every passenger on board the flight, and three months prior, she performed the song live in Times Square.
In the tradition of naming Virgin planes after notable women, we christened the new plane the Sun Raye.
London-based travel influencer Jennifer Tuffen (@izkiz) and airline expert Nonstop Dan (@thenonstopdan) joined the inaugural trip and shared the experience on their socials.
Flight Giveaways
Sound Off On TikTok
Raye’s song became a new sound on TikTok, accessible via a QR code on the music video, and users who posted with the sound were entered to win a booking.
Virgin Candy Crush
On airplane mode’s favorite mobile game, Candy Crush, we created a Virgin-themed gaming ad where the highest scores received a free trip.
Laid Off To Takeoff Lottery
We commented on LinkedIn layoff postings and messaged with the opportunity to win a seat if they created a Virgin account (or entered their account number).
Pack Your Bags
Winners were sent keychain suitcases with flight essentials and a confirmation code for their boarding pass.
Game For It
We continued to give away another plane’s worth of bookings with an NYT game, activated by searching Google flights.
The fun didn’t stop with the inaugural trip.
Players guessed confirmation codes for a chance to win a roundtrip.
The Day Pass
To give people access to full day’s worth of vacation mode, we released a pass good for 24-hours of flight time.
We gave the first two passes to UK-based travel influencers Lloyd and Yaya of @handluggageonly and had them record and reflect on the whole experience.
The Hangar
Topping it all off, we created the most luxurious lounge at the Atlanta airport for all passengers with overnight layovers, including a plane-turned-cocktail lounge for Virgin point holders.
