Leveraging on Virgin being the first to fly between Shanghai and UK and to have a daily service, the idea is to own expert knowledge of London with the creation of a special newspaper called “London Daily”. The contents focused on the experience of “Enjoying London before your journey starts”.For 7 consecutive days, London Daily appeared as a 4pp insert with a top local newspaper as well as a stand-alone newspaper, given away selectively.

Brand profile raised. Total PR generated was 165% of print spend.

“London Daily was the most successful part of our daily service campaign. An entirely novel and innovative concept that would not have been possible without MEC's help. It hit the mark exactly.” – Chris Humphrey, GM, Virgin Atlantic China.