Virgin Atlantic's latest campaign is based around an unusual premise: rather than have prospective travelers think about a destination first, Let It Fly asks people consider the items that they'd like to pack.
The items that take up precious suitcase space are incredibly revealing of what a traveler values most, which is what makes this campaign so clever. Some of the virtual items that can be chosen with Let It Fly include pairs of jeans, sun-shielding hats, sandals, cameras, jewelry or scuba gear. Once you've chosen the perfect combination of items, Virgin Atlantic gets to work to suggest a dreamy location to jet off to. After being provided with a few noteworthy spots and a little more info on the location, if you're feeling spontaneous, at the end of the online experience you can even book the trip.
Key Themes Behind This Trend
- Item-based Travel Planning
- Analyzing a traveler's preferred packing items to suggest the best travel destination, providing opportunities for personalized industry-specific travel services.
- Data-driven User Persona Marketing
- Using data gathered from a user's choice of preferred packed items to create personalized advertising and promotional campaigns, disrupting traditional marketing methods.
- Gamification of Travel Planning
- Creating engaging gamified experiences for travelers to better connect them to travel services while providing an opportunity to track customer preferences and optimize services.
Where This Applies
- Travel and Tourism
- Innovations in personalized travel services can boost revenue and provide a valuable marketing tool for travel companies and destinations.
- Retail
- The analysis of user preferences in packing items for travel can provide valuable data for retailers to optimize their product offerings and customer experiences.
- Digital Marketing
- Utilizing user data to create personalized promotions can disrupt traditional marketing methods and provide a competitive advantage for companies.
