Virgin Atlantic released a campaign which encourages the travellers to “Let It Fly” with a dynamic website and mobile experience.
Virgin Atlantic is encouraging travellers to follow their dreams and inspirations. The new campaign, created by Adam&EveDDB London takes the airline in a new direction with a focus on its customers, encouraging them to “Let it Fly”. The agency teamed up with Acne Production to build an interactive website, Let It Fly, that lets users customize the contents of their suitcase and discover a dream trip based on the items they chose to pack.
To pack a bag for your own potential dream holiday, scroll down and tap an item on the screen to change it or select an arrow to change the entire theme.
Once you have selected the best items for your suitcase the platform will then analyse your items and choose your perfect destination.
The site picks the perfect destination, and comes up with mini travel videos that suggests an itinerary, including places to eat and tourist attractions, based on the items you chose. Videos start with the current temperature in your location.
Each video creates a personal itinerary, which includes a specific restaurant with even the perfect dish to order and things to do in the city including daytime and nightlife ideas. The Let it Fly experience is further personalized with curated videos of live tweets and Flickr images from venues and local attractions.
Alex Hesz, Director of Digital, Adam&EveDDB said;
We’re really excited about what we’ve worked with Virgin Atlantic to create; a truly innovative, dynamic experience that will serve as a longstanding inspiration tool on VA’s website showcasing what ‘Let it fly’ can mean for any individual. It shows how the brand idea can carry seamlessly into interactive experiences.
Hamish Rickman, Head of Brand Engagement at Virgin Atlantic commented;
By creating this online tool, we’re looking to inspire our customers to discover our destinations in a fun and engaging way. We’re aiming to bring our new campaign “Let it fly” to life by encouraging people to share their dream destination and also offering the chance to win flights.
The endframe allows users to see the recommended destinations on a map, read the city guide and book flights. Users can also share their personal bag on social channels and also enter a competition for a chance to win flights to the destination they’ve been recommended.