Show us the future of Flying

Virgin Atlantic will be the first airline to fly the new Airbus A380 from the UK. With twice the capacity of the ageing 747 and a hefty price tag of $260m each, these planes represent an ambitious investment and a unique opportunity for Virgin to radically re-think every aspect of its service offer.

As the sector’s passenger champion, Virgin has consistently introduced levels of comfort, service and recreation that has made the brand synonymous with special travel experiences. But the huge A380 is a mass transportation concept and the challenge now is how to create mass appeal - how to make this gigantic aircraft an engaging, enjoyable and personal form of travel?

Mapping a customer service experience

Engine was brought on board to help the marketing team create a compelling vision for this new travel experience and push the creative possibilities.

We helped the Virgin Atlantic team make sense of all aspects of this new scenario, from the passenger’s perspective of boarding, flying and disembarking. Our comprehensive ‘experience audits’ uncovered expectations about tomorrow’s airline service that provided invaluable insights about what travel could and should be about. By grounding our ideas in an exploration of the existing realities of air travel service and delivery, we evolved existing service models and developed new propositions, service features and revenue streams to help keep Virgin’s brand at the leading edge of the industry.

Storyboarding the onboard service experience

The result - a compelling vision of the future of flying that excited, inspired and motivated Virgin’s management to create the dream ticket.