Creatives were created specifically for this operation, and it promoted each and every aspect of Virgin Atlantic (the flat bed, the onboard beauty treatment, the limo service, the meal times selection etc). They were cheeky and reflected Virgin's character of doing things differently.

Within 2 weeks of the launch, booking targets were exceeded by 25%. By June, flights were fully booked for Summer. By December (even though there was no significant investment by Virgin), booking targets were exceeded by 25%.

The entire media buy was done at just 33% of ratecard costs.