Branded entertainment is an opportunity to communicate a brand’s image to its target audience in an original way by creating positive links between the brand and the program.

In terms of restrictions, this project had to adhere to FCC regulations, as it was shot during operating commercial flights.

The film was hosted on FlyVirgin.com, a website shared by Virgin Atlantic, Virgin Australia, and Virgin America. The film itself made its debut at the Los Angeles Film Festival and was supported through various media channels, including online display ads, social media, out of home, and home page tiles on the airlines' sites.

This six-week campaign garnered 38.6 million media impressions. FlyVirgin.com had 157,000 unique visitors. There were 135,000 video views. Ad value is at 2.9 million thus far.