The Most Inclusive Airline in the Skies

Client: Virgin Atlantic

When the biggest non-binary star, Sam Smith, shares and duets with your content THREE TIMES organically, when you land 550+ pieces of global coverage in three days and when you trend across all social media platforms…. you know you’ve made an impact.

But when you genuinely make a difference to both the people who work for the business and its customers… that’s what makes a campaign truly special. To cement Virgin Atlantic’s position as the most inclusive airline, we listened to our people, ripped up the (Vivienne Westwood designed) uniform rule book and re-wrote its gender identity policy offering its people the option to choose the uniform they identified most with and introduced pronoun badges, gender neutral ticketing systems and inclusivity training for its people. We announced it to the world with a purposeful, inclusive, stylised fashion forward ‘runway on a runway’ content campaign, fronted by LGBTQ+ ally Michelle Visage, influencers, trans and non-binary pilots and crew, punchy media relations and a sprinkling of Virgin flair. The results speak for themselves.