Virgin Atlantic discovered that many businessmen who regularly flew from South Africa to the UK in their Upper Class did not choose the airline when going on holiday with their families. There was a low awareness of the airline's Economy Class offering. Virgin decided to focus on their entertainment system, which offers a vast range of film channels to keep young and old occupied for the duration of the flight.

Virgin Atlantic has a wide range of movies, music channels and video games onboard to entertain passengers. To illustrate this range, we created three maps of different parts of the world. However, on each map the names of all the places and landmarks have been changed. On the first map, they have been changed to the names of movies. On the second, to names of songs. And on the third, to names of video games.We created a large, fold-out map of the area between Johannesburg and London, and changed the name of every single country, village, river and topographical feature to the name of a movie. (The message being that fliers could fill every moment of their journey enjoying an array of films.) This map was mailed to past Upper Class fliers.

Virgin Atlantic has the best entertainment in the sky.

The Map helped enforce that with so much to choose from, our 59 Channels of Entertainment, will ensure that you’ll always be entertained when flying Virgin Atlantic. It also strengthened the positioning of ‘the ultimate flying experience’.It was enjoyed by travel agents and consumers alike and requests were received to send more copies to certain agents.