BRIEF – Hg2 were asked to develop content for the Virgin Atlantic blog. The need was to create multi-stranded, highly original content to encourage emotional engagement and sharing from the different Virgin Atlantic demographics. This engagement was required to actively drive direct bookings through the Virgin Atlantic website.
PLATFORM – Virgin Atlantic website
CONTENT TYPE – 400-word, five image features based around city guides, in-depth features, interviews, lists, destination and neighbourhood guides
FREQUENCY – nine features a week – each feature is created by an editor located in the destination
OUTREACH – a requirement to seed the content globally to drive traffic back to the content. There was a necessity to build an outreach strategy to leverage the social media channels of partners, contributors and those mentioned within the content.
RESULTS – visitor numbers tripled to 120,000 unique users per month. Virgin Atlantic were able to track the ROI on customers ticket sales, achieving 20x content spend and a demonstrable increased basket size from customers booking having visited the blog