Virgin Atlantic: Blog Content Strategy

Client: Virgin Atlantic (Global)

Industry: Airline / Travel
Service: Blog Management, Content Marketing, Strategy Development, Content Creation, Translations, Engagement

Virgin Atlantic

Virgin Atlantic is a globally recognised airline known for its premium service, innovative offerings, and strong brand identity. Their goal was to create emotional engagement with diverse audiences through impactful content while driving direct bookings through their website.

The Approach

We developed a comprehensive content strategy that included the creation of in-depth, original articles and features across multiple categories. These content pieces were designed to resonate emotionally with readers, encouraging them to share and interact with the blog.

Key components of the strategy included:

  • We produced 400-word features, complete with five high-quality images, focused on city guides, in-depth features, interviews, destination and neighbourhood highlights, and curated lists.
  • We introduced nine new features per week, with each article developed by an editor located in the respective destination, ensuring an authentic, local voice. This approach provided readers with relevant, exciting insights directly from experts familiar with each destination.
  • To drive traffic, we implemented a global seeding strategy, leveraging the social media channels of partners, contributors, and individuals featured in the content. This helped amplify the reach of each blog post and attracted a larger, more engaged audience.

Unprecedented growth: 120,000 unique users per month

Tripling previous visitor numbers, this surge in traffic showcases the powerful appeal and reach of our platform.

Maximised value: 20x ROI on content spend

With ticket sales directly linked to blog visits, our content strategy delivers exceptional returns on investment.

Destination content that delivers: 25x ROI

Engaging, tailored destination content drives remarkable returns, fuelling growth and brand visibility.

Customer satisfaction soars: positive feedback & high engagement

Enhanced user experiences are reflected in an influx of positive feedback and skyrocketing engagement rates.

  • Concept Thinking

  • Content Creation

  • Translations

  • Engagement

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Why this Works

This approach combined emotionally engaging content with a strategic outreach plan. By localising content through in-destination editors and sharing it via partners' social media, we ensured authenticity while reaching a wider, more engaged audience. The focus on creating shareable, relevant content led to higher traffic and a significant ROI, proving the value of integrating content creation, seeding, and engagement for measurable success.