Pack a Suitcase and Get Out of Town With Virgin Atlantic's Personalized Campaign

Airline's Interactive Website Chooses Your Destination for You

Published on Feb 27, 2015

Editor's Pick

Virgin Atlantic's latest strategy for getting people to book more flights is to serve them up a personalized film that's designed to inspire them to travel.

The airline's agency, Adam & Eve/DDB, teamed up with Acne Production to create an interactive website, Let It Fly, where you first pack a virtual suitcase, choosing the items that would best suit your kind of vacation. The site then picks the perfect destination, and comes up with a mini travel film that suggests an itinerary, including places to eat and tourist attractions, based on the items you chose. Tweets and online recommendations about the destination are thrown in, and the film starts with the current temperature in your location -- even more incentive to go ahead and book when it's as cold as it is right now in New York and London. It ends by showing the places you've been recommended on a map, with links to a city guide to your destination, and to enter a competition to win a flight.

The site ties in with Adam & Eve's brand campaign for Virgin Atlantic, for which it won global duties in August 2014. The first spot broke in January, also with the tagline "Let it fly."

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Feb 27, 2015
Adam & Eve/DDB London
Virgin Atlantic
Production Company:
Chief Creative Officer:
Ben Priest
Executive Creative Director/Production:
Richard Brim
Executive Creative Director/Production:
Ben Tollett
Deputy Executive Creative Director:
Daniel Fisher
Creative Director:
Till Diestel
Director, Digital:
Alex Hesz

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