Strategy

Views to bookings.

Question: What is the best way to rollout this campaign and ensure success?

I would start by launching the campaign in high-traffic physical locations — billboards, bus stop ads, and posters — especially around airports, city centres, and train stations where potential travellers are most likely to be. These formats would create immediate visibility and buzz, placing the offer front and centre for people already thinking about travel. In parallel, I’d update Virgin Atlantic’s owned digital channels, starting with website banners and booking pages to capture high-intent users. I’d also schedule an email blast to the customer database, highlighting the free Disney+ offer to drive urgency and early conversions. These channels are ideal for turning awareness into action quickly.

Next, I’d roll out the content across social media - using the animated, Disney-style visuals to stand out in feed-based platforms. I’d tailor content to showcase different traveler types (solo, couples, families) and destinations, making the campaign feel inclusive and aspirational. Paid ads would be layered in to boost reach and engagement, especially targeting people browsing flights or travel content online. For added credibility and broader reach, I’d introduce the campaign into print — lifestyle sections of newspapers and travel magazines — a few days into the rollout. This supports brand trust and ensures we reach an older or more traditional demographic.

Finally, I’d make sure the campaign is reflected in customer touchpoints: flight confirmation emails, inflight screens, and even seat-back materials. That way, the value of the offer is reinforced throughout the entire customer journey — from booking to boarding.