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.