In 2011, Virgin Atlantic launched a brand engagement and marketing piece for Flying Club and Flying Co, both complex loyalty programs with multiple benefits.

 

The challenge: To create an online tool that simply explains the breadth of the club and the many ways to earn and spend miles. To make sure members didn’t miss out on anything.

 

The idea: The Little Red Book, an online brochure that allows customers to browse all the benefits and partners in one place, taking members on a simple journey through Flying Club and explaining Flying Co.

 

The solution: In partnership with the creative genius of Gyro, London-based digital agency, and the Ceros platform, Virgin Atlantic created an interactive digital brochure.

 

Using clear visual navigation, members can choose what they are interested in and all their behavior can be tracked and analyzed.

 

The deep link from emails to different parts of the brochure, allows Virgin Atlantic to support areas of the business when they need extra traffic and push different messages to the right audience at the right time. The regular updates also means that information is always up-to-date.

 

The Little Red Book is very shareable so members can spread the  Flying Club love.  It’s also a really clear way to show how Flying Co works with Flying Club.

 

 

From the start, there was an uplift in Flying Co registrations, with people quoting the brochure as their reason for joining.

 

The Little Red Book received over 33,000 unique visitors in its first month, these resulted in 22,000 click-throughs to the Virgin Atlantic website, and with those clicks 205 resulted in purchases totaling to over £160,000 in revenues.

 

 

It’s such a success that it is being rolled out throughout the world with Japanese and Chinese language versions coming soon as well as localised Flying Co brochures for the U.S, South Africa, and Caribbean markets. And this is only just the beginning.