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The challenge

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Virgin Atlantic was keen to elevate its seatback manual, taking it beyond just a guide for its award-winning IFE offerings. Instead, the magazine was to become a source of world-class entertainment in its own right while still telling passengers what's on.

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The launch

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Ink created an upbeat and upgraded monthly travel magazine packed with high-quality editorial stories and original destination tips. All of which relate to Virgin Atlantic’s onboard entertainment and global route network. Think exclusive interviews, behind-the-scenes action and beautiful travel features; Vera for Virgin Atlantic is now an A-list magazine for an A-list airline.

In addition to relaunching Vera in October 2017, Ink has been representing all inflight entertainment (IFE) and ambient advertising opportunities. Virgin Atlantic has multiple ways to access its loyal passengers via various touchpoints in the customer journey including print, TV advertising, Clubhouse promotions and onboard sampling. By approaching the proposal in a holistic manner, Ink has been able to unleash the potential in all these assets, creating a cohesive and harmonious experience for passengers.

The results

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The connection between Vera and the airline's IFE has never been stronger.

Now, Vera brings exclusive interviews to its readers, getting close and personal with some of the A-list stars gracing the IFE screens that month, and it does so in style; winner of the award for Best Redesign at The Folio: Eddie and Ozzie awards, Vera’s glossy new appearance has been turning heads in the air and on the ground.

Virgin Atlantic’s most loyal passengers have also been given the VIP treatment, thanks to a wave of Clubhouse activations organised by Ink. We’ve seen pop-up bars, celebrity meet-and-greets, and special plane take-overs, all working to deliver flyers the ultimate A-list Virgin Atlantic experience.

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“Partnering with Ink has proved to us why they lead in travel media. As experts in editorial storytelling, content creation and media sales, together we have enhanced the passenger experience for our loyal customers and they have exceeded our expectations as a partner already.”

Cathy Walters, Senior Manager Onboard Media, Virgin Atlantic

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