Virgin America

Category

Travel

Services

Brand Purpose + Positioning

Brand Narrative + Messaging

Graphic Identity

Advertising + Film

Digital + Social Activations

Production

Communications Planning

Media Planning + Buying

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Launching a True Challenger Brand

It’s not often that a brand has a single partner for its entire life. We’re honored to say we were with Virgin America from wheels up in 2008 to its last hurrah in 2017. Together, we banished mediocrity from the skies, recruited Flydealists, and delivered a breath of fresh airline. It was an epic journey—with just the right moodlighting.

To challenge the category, we built a brand playbook that pulled from entertainment, not airlines: PR-worthy stunts, city takeovers, celebrity-fueled market launches, and influencer-seeded content. All of it targeted the urban “creative class” we identified for the brand.

Virgin America asked us for a campaign to highlight their first class amenities. Our answer was the First Class Shoe. Showcasing everything in their first class cabins—from Italian leather and mood lighting, to Wi-Fi, a video display, and a phone charger—these one-of-a-kind kicks generated national buzz.

20

New Markets Launched

+30%

Willingness to Pay Premium

Play Video

These ridiculous shoes are the future of footwear.

Thrillist

https://www.thrillist.com/

How do you promote something as mundane as a new airline route from New Jersey to Los Angeles? By shining a light on how agonizing the experience had been until Virgin America came along. We helped them achieve legitimate cult status with a YouTube pre-roll literally as long as the flight and celebrated for its painfully awkward realism.

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The viral launch of BLAH Airlines earlier this year is a great example. With some imagination and subtlety, our team was able to get one over on the competition...

Richard Branson

http://www.fortune.com

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Creative Persuasion Scores Relative to Category

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