Strategy

How to spread the magic

Question: What is the best way to rollout the new templates without too much disruption to the Booking.com email network.

To roll out this campaign, I’d start by teasing the collaboration subtly across social media, emails, and out-of-home. I'd share close-up character hints — like a glimpse of Hulk’s shoulder or a sliver of Buzz Lightyear's Wing — alongside Virgin’s seat screen powering on with the Disney+ logo just beginning to appear. The goal at this stage would be to build intrigue without revealing too much. On Instagram, I’d use polls or captions like “Guess who’s joining your flight?”, while teaser emails would simply hint at something magical coming to in-flight entertainment with the same up-close aesthetic.

Once curiosity peaks, I’d drop the full creative with a bold, multi-channel launch. The heart of the rollout would be the 3D seat visuals — each with a recognisable silhouette seated in front. These would be adapted across Instagram carousels, Reels, launch emails, billboards, and digital displays. Each visual would carry a simple, character-led headline — “May the Flight Be With You”, “Superheroes On-board”, “Fly. Play. Love.” — designed to grab attention and instantly convey the story without over-explaining it. On socials, I'd boost the content with paid ads to increase reach beyond followers. On email, I’d create Disney+ watchlists tailored to travel routes, like watch Moana on your way to Barbados. 

For out-of-home, I’d place high-impact billboards near major UK airports like Heathrow, Gatwick, and Manchester, targeting travellers as they begin their journey. I’d also run digital screens across London Underground and transit hubs like King’s Cross and Paddington, where the “seatback” concept feels contextually relevant. Bus shelters in city centres and posters in premium shopping areas like Westfield would add lifestyle reach, showing Disney+ as part of the full Virgin experience, not just the flight itself.