Virgin America promotes first class flights with phone-charging, Wi-Fi sneakers
Virgin America is selling one pair of specially made sneakers, designed to replicate the features offered in its first class flights, on eBay.
Helping users experience all Virgin first class has to offer "without ever leaving the ground" is the first class shoe, which comes with white Italian leather, mood lighting, Wi-Fi, a phone charger and a tiny screen.
One pair was created by agency Eleven. These will be placed for sale on eBay with the proceeds to go to Soles4Souls, a charity focused on distributing clothing and shoes to the poor.
Mike McKay, chief creative officer at Eleven, told Creativity Online: "Virgin America fliers are fashionable, sophisticated, and almost impossible to reach with traditional advertising. But we knew sneaker trends were very popular with our target audience.
"So we wanted to showcase the airline's features in a unique way - so our target would actually take notice."
The PR drive comes as the company comes closer to an acquisition with Alaska Airlines Group.