Virgin Atlantic: The most inclusive airline in the skies

Virgin Atlantic, the UK-based airline, ran a campaign showcasing its inclusive hiring practices and uniform policy that promoted the business as ‘the most inclusive airline in the skies’, resulting in an earned reach of 4.5 billion and improved brand metrics.

Summary

When the biggest non-binary star, Sam Smith, shares and duets with your content THREE TIMES organically, when you land 550+ pieces of global coverage in three days and when you trend across all social media platforms…. you know you've made an impact.

But when you genuinely make a difference to both the people who work for the business and its customers… that's what makes a campaign truly special.

To cement Virgin Atlantic's position as the most inclusive airline, we listened to our people, ripped up the (Vivienne Westwood designed) uniform rule book and re-wrote its gender identity policy offering...

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