Virgin Atlantic was looking to redefine its personality
with a new brand purpose. We took this opportunity to reposition Flying Club as
a loyalty programme that’s dedicated to earning loyalty from its members and not
the other way round. We called it the Members Promise. Glittery sexual puns made way for a more authentic voice. Results included a 50% increase in response rates and a 52% increase in engagement rates during the adoption phase of comms, which is the pre-flight period.Â
