Challenge

Amplify Virgin Atlantic’s new ‘See the World Differently’ brand positioning by generating widespread media and social conversation.

Insight

People are at the heart of Virgin Atlantic’s brand. This is a business that challenges the status quo and champions the power of individuality. We needed to bring this USP to life in a meaningful and media friendly way.

Solution

Our strategy was to champion Virgin Atlantic’s empowering and emotive belief that anyone could take on the world by refreshing its most iconic brand attribute  – its striking Vivienne Westwood uniforms.  

We ripped up the uniform rule book by removing the requirement for Virgin Atlantic staff to wear gendered uniform options. And then announced the new policy to the world with a celebratory, ‘runway on a runway’ fashion shoot fronted by LGBTQIA+ ally Michelle Visage, influencers and trans and non-binary pilots and crew.

Supporting content told the stories of real crew members positively impacted by the change. An inclusive influencer programme spread the word on social. And paid media boosted brand awareness.

Results

  • Over 550 pieces of media coverage, including 51 nationals and an earned reach of 4.6 billion+
  • Within just two days, the story reached 3.4 million+ on social, generating an industry-leading 4.1% engagement rate
  • The story trended on Twitter, with iconic, non-binary singer Sam Smith sharing the story twice

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Virgin Atlantic rips up the uniform rulebook – and dominates the airwaves

We loudly and proudly celebrated Virgin Atlantic’s ‘see the world differently’ positioning by ripping up its gendered uniform policy – and drove mass media and consumer awareness.

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Tin Man

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