ESCAPING TO PARADISE WITH JO WHILEY

THE HEAD SCRATCHER

How could we cut through the noise of the peak January holiday booking period to raise awareness of Virgin Atlantic’s new service to the Maldives and Turks and Caicos?

THE IDEA

January is a bleak month. But, in the midst of winter we helped Virgin Atlantic give Brits  an opportunity for escapism. We delivered the UK a dose of calm direct from Virgin Atlantic destinations via our ‘Sandscapes’audio series of soothing stories and gentle sounds from the beach.

Voiced by broadcaster Jo Whiley, the free Spotify sound series featured Virgin Atlantic’s two recently launched routes to the Maldives and Turks & Caicos as well as Barbados. Content featuring Jo ensured the story travelled across social and one to one news briefings gave the campaign even more relevance with a survey exploring our need for holiday daydreaming.

THE RESULTS

• 44 pieces of coverage including five nationals

• 450,000 impressions across social content with an average engagement rate of 3.4%

• 79% of coverage included campaign link and 82% the quote from Virgin Atlantic

• Total circulation for all coverage secured was 269 million