Brand: Virgin Atlantic Airlines
Advertiser: Virgin Atlantic Airlines
Agency: Figliulo and Partners
Effie Awards Category Context
In 2016, Brexit dramatically cut demand among UK passengers, right when Virgin Atlantic announced – and needed to fill – seats on new transatlantic routes. We saw an opportunity for Virgin Atlantic to show a brighter side to Brexit for Americans, thanks to the UK pound's 30-year low versus the US dollar.
The Brexit calculator and supporting video launched in April 2017. Over the course of three months, it provided a 1.48:1 ROAS, versus a goal of 1:1. The campaign helped create 25% more US traveler traffic year on year, as well as boosting brand advocacy and awareness.
State of the Marketplace & Brand's Business
Virgin Atlantic is the original challenger brand. Known as a disruptor of conventions, it thrived in the face of adversity.