Flying long distance on an airline that doesn’t have Virgin Upper class suites means spending the night next to a stranger.The reality is that if you really WANTED to sleep with this person you would’ve married them.We illustrate this through a spoof romance with a very unattractive partner.

In true Virgin style, the creative first created a perceptual level of dissatisfaction about the competition thereby making a loud, and bold sell of the benefits of Virgin Upper Class: "Hey you in the window seat. Bored? Uncomfortable? Next time fly Virgin."

While we have no specific figures, response was great in terms of both flights being booked and relationship building. Many people called Virgin up to say how much they enjoyed the mailer.