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Case Study: Virgin Atlantic Airways
VAA came to Time Out in order to raise awareness of their January sale. VAA had created their 'Wander List' competition, which asked their customers which destinations (which VAA offered flights to) would they love to visit if given the chance. Time Out's aim was to promote this competition, through engaging content; inspirational insider knowledge, expert content which would create a desire amongst our audience to get involved. All of this activity would have the ultimate aim of driving traffic to the VAA site.
Supported with high impacts ROS actvity across the site, Time Out created a bespoke hub with content designed firmly to position the key destinations as some of the most exciting in the world to explore. An editorial style widget was created which allowed users to jump straight to pages with the within the hub content, whichever were top of their Wander List.
All of this activity was underpinned with print advertorials and social media executions, and included blog content which created added drive, excitement and endorsement for the campaign.
The partnership presented the true synergy between the VAA Wander List campaign and Time Out, in terms of content relating to travel and things to do, which are core areas for Time Out and why people use the brand. Each execution tied into the overall objective to promote engaging bespoke content and the exciting competition perfectly - a truly multi-platform solution that worked seamlessly as one overall campaign message.