Increase bookings on Virgin Atlantic.

The flyers aim to discourage people from ‘visiting’ airports by using a design format traditionally meant to make destinations attractive - tour guides. The twist and charm lies in the contrasting photography of the dull and humorous copy, illustrating airports as the least desirable place to be.

75% of people who engaged with the Airport Tour Guides went online to enquire about direct flights.

Bookings during the month of activation:

Economy 78 840 seats.

Premium 9 669 seats.

Upper Class 11 433 seats.