See The World Differently

We started working with Virgin Atlantic in 2021, and the conversation was much bigger than comms. Instead, we focussed on creating a platform that can inform everything Virgin Atlantic does from product, to people, and customer experience. Drawing on the airline’s heritage of challenging the status quo, as well as recognising that the travel industry is entering an exciting new era after the disruption brought on by the pandemic, we set about establishing a brand platform that would feed the business’s genuine desire to do things differently. 

We developed the platform ‘See the world differently’, and over the coming months and years, we'll be backing this up with a series of tangible actions including policy changes, initiatives and innovation, new partnerships and changes to the customer experience onboard.

To bring the new platform to life in communications at launch, we needed tangible evidence of the brand's difference. Luckily, there are so many things which make Virgin Atlantic different, from small touches like the pepper pots that people famously steal, how they pioneered onboard social spaces, or the fact they’ve got one of the youngest and cleanest fleets in the sky. We reviewed everything, but time and again, we kept coming back to their people, both their own people and their customers, as best example of their difference. 

The campaign signals to the world that Virgin Atlantic is a brand where everyone is welcome, and a bigger long term objective is also that people see Virgin Atlantic as a space where everyone is welcome and can truly be themselves.

Soon after the campaign launched, we announced Virgin Atlantic’s new tattoo policy; the airline is the only UK airline to allow visible tattoos. But this is just the start and we can’t wait for all that is still to come which will show how Virgin Atlantic truly do ‘See the world differently’.

Runway on a Runway

Since the campaign went live, the airline has a series of industry-leading inclusivity initiatives for its people.

Most recently, Virgin Atlantic has removed the requirement for colleagues to wear gendered uniform options.

The crew now have the freedom to choose the uniform that they feel most comfortable in,

and which best represents who they truly are.

We brought this policy change to life, alongside our friends at Tin Man, with a ‘Runway on a Runway’.

The iconic uniforms were modelled by crew, non-binary influencers, dancers and Drag Race sensation, Michelle Visage.

The activity generated over 450 pieces of coverage and organic social reach is up to 3.8M.

The number of Virgin Atlantic’s job applications has doubled since the launch of the film.