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 Challenge
Virgin Atlantic tasked us with developing and managing original, multi-stranded content for their blog, aiming to engage various demographics, increase emotional connection with travellers, and actively drive bookings on their website. The content needed to be diverse, appealing to different target audiences, and capable of driving traffic while maintaining Virgin Atlantic’s high-quality brand standard.
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.

The Outcome
The content strategy led to substantial growth in audience engagement and direct bookings. Virgin Atlantic saw a significant increase in blog traffic and in measurable ROI from content-driven bookings.
Collapsible content
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.
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Concept Thinking
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Content Creation
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Translations
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Engagement
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.


