Virgin Atlantic encourages potential travellers to 'Let it fly' with personalised web and mobile experience

Virgin Atlantic has brought its ‘Let it fly’ motto to life through a web and mobile experience serving customers with personalised inspiration films.

Working with Adam&EveDDB, the ‘Let it fly’ experience asks users what they would pack for their dream trip given a choice on items. Based on their individual preferences the app crafts a personalised experience with a snapshot of their tastes.

Each film comes with a recommended personal itinerary complete with destination, restaurant, a specific dish to try as well as how to spend the perfect afternoon and evening to make the most of their location.

The user’s location and weather are incorporated into the results to add further personalisation, along with live tweets and Flickr images from venues and attractions. The endframe allows users to see the recommended destinations on a map, read the city guide and book flights.

To be in with the chance of winning flights to their recommended destination users are encouraged to share their personal bag on social media.

“By creating this online tool, we’re looking to inspire our customers to discover our destinations in a fun and engaging way,” explained Hamish Rickman, head of brand engagement at Virgin Atlantic. “We’re aiming to bring our new campaign “Let it fly” to life by encouraging people to share their dream destination and also offering the chance to win flights.”

Alex Hesz, director of digital at Adam&EveDDB, added: “We’re really excited about what we’ve worked with Virgin Atlantic to create; a truly innovative, dynamic experience that will serve as a longstanding inspiration tool on Virgin Atlantic’s website showcasing what ‘Let it fly’ can mean for any individual. It shows how the brand idea can carry seamlessly into interactive experiences.”

The activation forms part of the wider ‘Let it fly’ campaign launched by Adam&EveDDB last month which introduced a customer focus for the airline.

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