We had a wonderful brief to differentiate the Virgin Balloon Flights experience from both national and regional operators and increase its share of the UK market.

We came up with the idea of taking key consumer journalists to experience the Virgin Balloon Flying School in Northern Italy and try out balloon piloting for themselves! The deal was that the journalists guaranteed editorial features, following the press trip.

We also set up promotions and competitions in the consumer and lifestyle media and corporate partnership packages with membership organisations and charities to promote Virgin Balloon Flights to supporters, customers and staff.

Over 60 articles were delivered across the national and regional TV and press. The audience reach exceeded more than 10 million; eight key partnerships were established; and the campaign generated an additional 1,000 balloon flights sales over a 12 month period.