When Covid-19 grounded global aviation, Virgin Atlantic faced an existential threat to its survival. But this is not a paper about the role planning played in helping a brand cope during a crisis. It is a story of recovery and reinvention because of a crisis.
It's the story of how planning used the fact that everything was broken as an opportunity to completely re-evaluate and reimagine the brand, creating a purposeful platform for business transformation that took Virgin Atlantic into a new era of travel.
It is also a story of how we worked 'inside out', taking...