Virgin Atlantic wanted to prove that no one loves you at 35,000 feet like they do. So we decided to take over a 35,000 feet route along the streets of Manhattan, and give it some Love from Above. Outdoor billboards and projections were placed along the route, asking people to join our mobile site via text. On this mobile site, they learned about our British Pub Events, downloaded movie passes, located our London cabs and submitted pictures to our mobile gallery. And on February 14th, New York City discovered a Virgin flight crew giving away roses around the city, proving no one does 35,000 feet like Virgin Atlantic.

Media was the message in this campaign. Virgin Atlantic brought the “Love From Above” normally found on their airplanes at 35,000 feet down to the ground with a 35,000-foot experience. This experience stretched through New York City where our target used their mobile device as a guide to live events, parties, giveaways and special offers. Using numerous forms of media, we created this “Love From Above” experience. We integrated billboards, projections, bus shelters, live events, wrapped taxi-cabs, email messages and mobile websites into this campaign. We used our target’s mobile device as a guide for the “Love From Above” route by creating a web site specifically designed for their cell phones. Our target texted a number seen along the 35,000-foot route and were taken to this site. Once there, they learned all of the experiences happening along the “Love From Above” route.

26 Million PR impressions45,000 unique mobile phone participants135,000 page views