CAPTURING THE BIGGER PICTURE

 

You need a revamp, but of course you can’t just fly around the world taking pictures, even if you’re an airline ✈️. I get it.

 

Virgin Atlantic is unarguably one of the most recognisable brands in the air, but in recent years, frequent use of the same-same destination imagery of wide shot skylines and traditional shots of tourist hotspots had become predictable and stale, and wasn't differentiating Virgin Atlantic from other airlines.

 

With a larger than life personality and travellers united by the mindset of wanting the most out of every experience, Virgin Atlantic is in a unique position to strengthen their value proposition beyond connecting them fabulously from point A to B and build a deeper emotional connection and relationship with travellers through visual storytelling. Bold and dynamic destination imagery can visually transport you to faraway locations, build anticipation and inspire travellers to embrace new experiences around the world.

 

These are direction principles helped Virgin Atlantic see the world a little differently, with a flash of red of course, align marketing efforts and bring consistency of style to all destination photography across all touchpoints.

Excite your audience by Creating an irresistible visual experience that is coherent, distinctive and meaningful

USe BRAND COLOURS intelligently

 

Red is one of Virgin Atlantic's most distinctive brand assets, which means they have license to be smart and disruptive with it while still always unmistakably themselves. It is the ‘red thread’ that runs through everything they do and can be used to say something memorable about Virgin Atlantic. That doesn’t mean painting everything red or only capturing red objects. Use strategic pops of red and dial up and down depending on the audience.

Be human and inclusive

 

Every moment tells a big a story, projects excitement, warmth and joy. You don’t have to see full head to toe in every shot, a hint of human is all you need for your photography to feel dynamic, real and warm. Feature young and old, local and global and welcome different perspectives with open arms. Capture spontaneous moments and expressions that evoke emotions, human warmth and personality to build a connection with the audience.

reimagine classics

 

Audiences know what to expect of competitors – more of the same. But Virgin Atlantic have never been predictable. They stand out from their competitors by doing things differently - using interesting angles and viewpoints, clever reflection and perspectives, creating intriguing views of the familiar. Shown below are recurring images and predictable themes that people have come to expect of the category vs. how Virgin Atlantic do it differently.

Bill Talbert

DESTINATIONS AREN'T ABOUT GEOGRAPHY, THEY'RE ABOUT PSYCHOLOGY, THEY'RE ABOUT A FEELING

Up close and personal

 

Today’s travellers value authenticity, they find meaningful value in going to new places and seeing new things. They seek experiences similar to those a local might have. By focusing on capturing the essence of a destination, you can offer travellers a real sense of place and unexpected cultural adventures rather than locations with no distinguishing features or same-same tourist hotspots that's seen everywhere else. Each destination has its own particular look, character, and ambiance, surprise the viewer with things they likely haven’t experienced that makes the reader ask “Wow, where is that?”

© kasey ly LTD

capturing the bigger picture

 

You need a revamp, but of course you can’t just fly around the world taking pictures, even if you’re an airline ✈️. I get it.

 

Virgin Atlantic is unarguably one of the most recognisable brands in the air, but in recent years, frequent use of the same-same destination imagery of wide shot skylines and traditional shots of tourist hotspots had become predictable and stale, and wasn't differentiating Virgin Atlantic from other airlines.

 

With a larger than life personality and travellers united by the mindset of wanting the most out of every experience, Virgin Atlantic is in a unique position to strengthen their value proposition beyond connecting them fabulously from point A to B and build a deeper emotional connection and relationship with travellers through visual storytelling. Bold and dynamic destination imagery can visually transport you to faraway locations, build anticipation and inspire travellers to embrace new experiences around the world.

 

These are direction principles helped Virgin Atlantic see the world a little differently, with a flash of red of course, align marketing efforts and bring consistency of style to all destination photography across all touchpoints.

Excite your audience by Creating an irresistible visual experience that is coherent, distinctive and meaningful

USe BRAND COLOURS intelligently

 

Red is one of Virgin Atlantic's most distinctive brand assets, which means they have license to be smart and disruptive with it while still always unmistakably themselves. It is the ‘red thread’ that runs through everything they do and can be used to say something memorable about Virgin Atlantic. That doesn’t mean painting everything red or only capturing red objects. Use strategic pops of red and dial up and down depending on the audience.

Be human and inclusive

 

Every moment tells a big a story, projects excitement, warmth and joy. You don’t have to see full head to toe in every shot, a hint of human is all you need for your photography to feel dynamic, real and warm. Feature young and old, local and global and welcome different perspectives with open arms. Capture spontaneous moments and expressions that evoke emotions, human warmth and personality to build a connection with the audience.

reimagine classics

 

Audiences know what to expect of competitors – more of the same. But Virgin Atlantic have never been predictable. They stand out from their competitors by doing things differently - using interesting angles and viewpoints, clever reflection and perspectives, creating intriguing views of the familiar. Shown below are recurring images and predictable themes that people have come to expect of the category vs. how Virgin Atlantic do it differently.

Bill Talbert

DESTINATIONS AREN'T ABOUT GEOGRAPHY, THEY'RE ABOUT PSYCHOLOGY, THEY'RE ABOUT A FEELING

Up close and personal

 

Today’s travellers value authenticity, they find meaningful value in going to new places and seeing new things. They seek experiences similar to those a local might have. By focusing on capturing the essence of a destination, you can offer travellers a real sense of place and unexpected cultural adventures rather than locations with no distinguishing features or same-same tourist hotspots that's seen everywhere else. Each destination has its own particular look, character, and ambiance, surprise the viewer with things they likely haven’t experienced that makes the reader ask “Wow, where is that?”

© kasey ly LTD

capturing the bigger picture

 

You need a revamp, but of course you can’t just fly around the world taking pictures, even if you’re an airline ✈️. I get it.

 

Virgin Atlantic is unarguably one of the most recognisable brands in the air, but in recent years, frequent use of the same-same destination imagery of wide shot skylines and traditional shots of tourist hotspots had become predictable and stale, and wasn't differentiating Virgin Atlantic from other airlines.

 

With a larger than life personality and travellers united by the mindset of wanting the most out of every experience, Virgin Atlantic is in a unique position to strengthen their value proposition beyond connecting them fabulously from point A to B and build a deeper emotional connection and relationship with travellers through visual storytelling. Bold and dynamic destination imagery can visually transport you to faraway locations, build anticipation and inspire travellers to embrace new experiences around the world.

 

These are direction principles helped Virgin Atlantic see the world a little differently, with a flash of red of course, align marketing efforts and bring consistency of style to all destination photography across all touchpoints.

Excite your audience by Creating an irresistible visual experience that is coherent, distinctive and meaningful

Bill Talbert

DESTINATIONS AREN'T ABOUT GEOGRAPHY, THEY'RE ABOUT PSYCHOLOGY, THEY'RE ABOUT A FEELING