The Virgin Atlantic ‘Let it fly’ campaign microsite is appropriate to this category as it was an activation of the brand thought and gave UK consumers the opportunity to win flights to destinations they may not have thought of visiting before. For the Trade audience, consumers were given the chance to win the contents of the bag they had packed (or as close as we could get to it).

The ‘Let it fly’ experience launched online globally. This was supported through a number of additional promotional comms assets:

? YouTube pre-roll (15”); Desktop, Mobile & Tablet

? YouTube Companion banner

? YouTube Mobile Overlay CTA

? Social posts throughout the duration of the competition on Facebook & Twitter

? Emerald Street partnership email

? Emerald Street online banners

? Featured on the VA website on their homepage carousel, along with a specific campaign page and lived in the ‘Inspire me’ section of the site

? Featured on the VA Trade Hub, along with a specific campaign & competition page

It exceeded all expectations. There were over 20,763 competition entries (translating to 4 in 5 visitors that got to the endframe entering the competition) and 48,585 bags were packed during the first four weeks it was live. Average dwell time was 3.09 minutes for the 113,331 visitors and over half of all those who arrived at the site went on to compete a bag and watch a film.

The films themselves had a completion rate of 58% through to the endframe, vastly outperforming the industry average for branded content (with YouTube estimating at 11-14%) and is even higher than YouTube’s elective completion rate for videos of the same length.

These numbers tell us that the site that really performs and delivers an experience that customers are really willing and able to engage with, which is exactly what we were aiming to create.