Virgin Atlantic was keen to promote and explain their 'premium economy' offering and to link it with the concept of physical space, calm and peace. The ultimate aim was to raise awareness of the new fare and to drive sales.

Raise awareness, drive sales

In addition to a microsite on telegraph.co.uk, the thrust was a unique 'supplement' to The Telegraph Magazine (Saturday). Running from the back of the magazine for 20 pages (upside down, so the pages opened the right side), the Space supplement focused on the notion of extra space and emotive qualities therein. The loyalty of Telegraph readers (79% claim to read it "almost always") allowed the campaign to build with consumers. The close link to the editorial added to the emotional engagement and interest that 'straight' display advertising would have generated.

- 26% of readers recalled seeing the 'Space' features in the Telegraph - Of those readers, 26% recalled that Virgin Atlantic was the company associated - Individuals that recalled 'Space' thought about 'Space' within their lives and when choosing airlines - 2% had booked flights with Virgin Atlantic and a further 17% intended to - 14% had asked for a quote and a further 14% intended to - 3% found out more about premium economy

Virgin Atlantic leveraged the power of the major national newspaper to do far more than merely advertise the premium economy fares. A lifestyle 'supplement' gave Virgin Atlantic the chance to attach a wealth of emotional and brand values to its services, delivering them to an absorbed and attentive consumer group. The campaign delivered raised awareness, positive associations with the brand and drove up sales.