Virgin Atlantic has always challenged the status quo. And that iconoclastic spirit is now more important than ever, as we enter an exciting new era of travel. So we’ve put it at the heart of the new platform we’ve developed for the brand: See the World Differently.
We continue to back this up with a series of tangible actions, but for launch, we focused on the thing that, above all, makes Virgin Atlantic different. The amazing people – customers and crew – who fly their own path.
Since the new platform launched, the airline has run a series of industry-leading inclusivity initiatives for its people. For example, Virgin Atlantic removed the requirement for colleagues to wear gendered uniform options. The crew now have the freedom to choose the uniform that they feel most comfortable in, and which best represents who they truly are.
We brought this policy change to life, alongside our friends at Tin Man, with a ‘Runway on a Runway’. The iconic uniforms were modelled by crew, non-binary influencers, dancers and Drag Race sensation, Michelle Visage.
The activity generated over 450 pieces of coverage and an organic social reach of over 4M. And the number of applications to work at Virgin Atlantic has doubled since the launch of the campaign.
The ‘See the World Differently’ platform also informs our onboard experience. Whether it’s Love Hearts instead of boiled sweets for landing, a High Tea at 36,000 feet, or salt and pepper pots you’re encouraged to steal, we see even the most mundane of moments as an opportunity for creativity. To showcase these unexpected touches, we developed a campaign that puts them front and centre with bags of swagger, attitude and energy.
