My group was asked to create a new name for Virgin Atlantic's “Flight + Hotel” sub-brand while creating a campaign to promote this new sub-brand. Part of our challenge was to make this new sub-brand as distinct as possible from Virgin Holiday, another sub-brand of Virgin Atlantic.

We conducted research and identified the target audience as working men and women ages 25 to 35 who aren't tied down to many responsibilities and want to travel for fun. This group has a specific attitude and is trying to get the most out of their travel experience. They are confident and independent so they know what they want when they travel.

Our key insights from our research found that emphasizing the simplicity of booking with Virgin Atlantic’s new flight and hotel booking service will draw our target audience to this new sub-brand because they are busy and desire easy traveling experiences. The desired audience seeks novel experiences that are both enjoyable and reasonably priced. They aspire to try out innovative and exciting activities.

Our big idea, “Easier Than Staying Home,” encourages the customer to go on a vacation because it’s easier than going to work, doing household chores, and other boring, tedious activities.

This big idea highlights the ease and simplicity of Virgin Booking, Virgin’s new sub-brand. Virgin Booking is our solution and “Easier Than Staying Home” is our way of promoting this new service. All together, this campaign launches Virgin Atlantic’s new product with clarity and simplicity, playfulness, and ease.

As part of the presentation and book design team, I contributed to the project's creative direction.