Wedding in the Sky
Virgin Australia wanted to bring a bit of “Virgin flair” back to the brand after a difficult year amid the devastating impacts of the COVID-19 pandemic. The challenge was to build brand equity with a piece of original, modern and light Valentine’s Day content that would be the first social media outreach for 2021…and also deliver great PR opportunities.
Like many things, Valentine’s Day was set to look a little different, especially with most travel restrictions remaining in place; but we showed how love truly was still in the air for one Australian couple.
We held the first ever wedding mid-air on a flight from Melbourne to Sydney. A real couple having a real wedding at 40,000ft.
We filmed the wedding live, and created a video news release for immediate broadcast distribution, as well as social media edits for use on Virgin Australia’s channels the same day.
This was just the good news story the media were looking for. In 24 hours, the story got 53 media hits with a reach of 2.48 million. Coverage included hits across 6pm TV news bulletins across the country, and prominent stories in News Ltd papers including the Daily Telegraph and Herald Sun, followed by Sunrise covering the story the following morning.
The cherry on top was the content being posted across Sir Richard Branson’s social channels that has 4.2 million followers on his Instagram alone.