But a feeling isn’t something you can just tell people about. You need to let them experience it. So we devised a completely interactive way to give someone a Premium Economy makeover without them even realizing.

It wasn’t one item alone, but the way we brought all the elements together to create a tongue-in-cheek posh outfit for each cinema patron.

In the cinema people wore Virgin Atlantic promotional material, acted silly in it and clearly got the point. They even took the items home with them. Enquiries into Premium Economy have increased significantly since the promotion. The client is planning to do many more Premium Economy ‘Cinema Upgrades’ in 2007.