Client: Virgin Atlantic

Project: DXB, onboard magazine  

Brief: With an idea to help support and further promote their route launch to Dubai, we approached Virgin Atlantic with a proposal to publish the world’s first destination-specific inflight magazine. They liked the idea, and our very first content project was off the ground.

Solution: DXB magazine was very much the insider’s guide to Dubai, written by a team who had spent years living in the city and reviewing its restaurants, nightlife, shops and attractions. Readers were also encouraged to share top tips from their own experiences in the city, while exclusive reader offers armed passengers with a raft of dining and drinking discounts to use while in Dubai. As a brand extension we launched reader awards, for which passengers voted for their favourite in-destination experience, with categories ranging from the city’s most romantic restaurant to its best family attraction. Sir Richard Branson flew in to present the awards alongside our own managing director. On the back of DXB’s success, we later launched MRU for Virgin Atlantic, the insider’s guide to Mauritius.

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