Flying High with Virgin Atlantic and Rylan

Client: Virgin Atlantic

Post-pandemic, the premium travel market saw a huge boom in business and leisure travellers. But the demand for Economy was lagging.

The new ATL campaign focussed on how special it feels to fly Economy with Virgin Atlantic. Our job was to transform this into a premium, aspirational PR and social campaign. Virgin Atlantic is known for its award-winning service, special touches and big attitude, no matter where passengers sit on board. However, there was no ‘new’ news. We needed to find a creative way to drive headlines. And what sets Virgin Atlantic apart? Its people – the living embodiment of the brand. It takes a very special type of person to be Virgin cabin crew. They deliver best-in-class customer experience whilst bringing their true selves to work. What if we could demonstrate the skill and personality of the crew alongside the perfect ambassador, who could also showcase the unique experience of travelling Virgin Atlantic Economy at the same time? Introducing Rylan Clark - a new addition to the Virgin Atlantic cabin crew onboard the VS5 from London Heathrow to Miami. We’d found the perfect ambassador. Charismatic and loved by the public and, unbeknown to most, an aviation enthusiast who dreamt of being cabin crew before he found fame. We’d struck gold with Rylan and the success the campaign delivered – not only did we hit the headlines (and the morning TV sofas) but the activity contributed to a +6% increase in sales.