opportunity

Virgin Atlantic approached 360PR+ to reignite interest in travel between the U.S. and U.K. as pandemic travel restrictions loosened, coming into 2022. Our research revealed a pent-up thirst for not only travel and new experiences, but an emerging desire to find love in new places. Research we commissioned found that 7 in 10 Americans were ready to meet their love interest in a different country.

approach

360PR+ went in search of Americans’ stories about their quest for love and offered eight lucky winners their very own “Tickets to Love” aboard a special Virgin Atlantic flight to London. The contest announcement provided a first wave of buzz and the trip with our winners offered a second wave of news coverage and conversation. For added media and consumer appeal, we enlisted Bachelor and Bachelor in Paradise contestant Jared Haibon as our “love liaison,” joining winners on the special flight. Springing into action quickly, 360PR+ tied the campaign to launch leading into Valentine’s Day, making Virgin Atlantic’s “Tickets for Love” simply irresistible to media.

results

Tickets to Love quickly spurred interest in travel to London, building brand awareness among adventure-seeking millennials. We secured 87 stories generating nearly 4 billion earned media impressions. Fifty-three percent of the stories included Virgin Atlantic in the headline and 87% linked to Virgin Atlantic’s website for bookings. 360PR+ generated more than 31K site visits and 8K contest entries via the “Tickets to Love” landing page and drove 215K engagements with campaign content on Instagram.