Organization: Virgin Atlantic
PR team: In-house
Launch: June 23
Objective: The day after Virgin Atlantic celebrated its 25th birthday, the UK-based airline launched Vtravelled, an online travel community that encourages conversation among travelers and provides information about planning a trip. “We wanted to launch Vtravelled the day after to highlight how it is part of our next 25 years,” said Paul Charles, director of communications for Virgin Atlantic.
Idea: Vtravelled targets people who love to travel and who are positive in how they share their travel experiences, said Charles. “We felt that a lot of the travel Web sites out there, [including] social media networking sites, were quite negative about travel,” he added. “We felt they weren't promoting the best things about travel and why people travel for fun. We wanted to create something quite positive.” The site also serves as a tool to build on the Virgin Atlantic brand as technology becomes more and more a part of how people plan their travel.
Tools: The in-house team created a video about the launch and added it to the Virgin Atlantic Facebook page. It also provided information on Twitter and reached out to travel and social media bloggers, as well as trade and marketing press and travel writers, said Charles. The site includes photography submissions, feature stories, and destination information.
Measurement: The success of the campaign will be measured by Web traffic and the amount of time users spend on the site, said Charles. The team also plans to monitor Twitter feedback throughout the summer as it prepares for a formal marketing push in the fall.