To celebrate the launch of Virgin Atlantic's new upper class clubhouses and the opening of the Newark Airport location, we created a four part program to build brand awareness and engage travelers in the upper class experience. Sponsored advertorial content on relevant Largetail publishers highlighted the spa, food and drink and design elements of the Clubhouses. To help Virgin's travelers enjoy their time in the clubhouses, we promoted #HowIClubhouse on social media channels through a hub that aggregated tweets and images with the hashtag into a live feed. We also recruited our friends at NOTCOT Labs to design a digital sculpture at the EWR clubhouse that featured the social media hub. The 3D mirrored Infinity Cube installation complimented the design elements of the Newark space, and encouraged visitors to share their HowIClubhouse moments. The campaign was further supported with rich media ad units across our partner network.
Client: Virgin Atlantic
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