Weren’t You Supposed to Be Sexy?
Language that has lost its way: a recognisable brand reduced to instructions that could belong to almost anyone.
Independent Concept Study — not commissioned by Virgin Atlantic.
EA’s interpretation and proposed creative work. Not implemented or audience-tested; no measured client outcomes are claimed.
The logo says Virgin. The language could be anyone.
EA’s diagnosis: in the supplied brochure excerpt, the brand stands for very little at the level of language. The copy tells people how to scan, browse and save, but gives them little sense of the wit, confidence or possibility they should associate with Virgin.
This is the problem with a voice that has lost its way: the information remains, but the brand’s point of view disappears. Remove the logo and the invitation could sit comfortably on a competing travel company’s page.
The judgement concerns this supplied example, not every current Virgin communication. Its original date and specific Virgin business remain unverified.
When the personality goes, the difference goes with it.
Virgin Atlantic’s own brand history credits language and personality with helping it challenge a dull airline category. It also describes how its tone evolved as its audience and business grew. Maturity does not require interchangeable language.
The creative question is what a reader is being invited to believe, want or feel. In this excerpt, “daydream” briefly opens that door, then practical instructions take over. The opportunity is to restore a clear attitude while keeping the next step easy.
Restore a point of view, then carry it everywhere.
The proposed voice is confident, warm and playful: travel as permission to step outside the expected. Lead with the invitation; put the instructions where they help someone act.
Carry that principle from brochure to booking and pre-departure messages. Virgin Rewind then becomes an expression of the same attitude through an actual experience. Language, offer and delivery need to tell one story.
The idea, made tangible.
Introducing Our New Digital Brochure
Scan. Browse. Daydream. Explore top destinations, hotels and offers in one easy-to-browse digital guide, made for holiday planning on the go. Simply click the link or scan the QR code to save it for later, send it to your favourite travel buddy, or have a scroll whenever the holiday mood strikes.
Scan QR CodeThis Isn't a Brochure. It's Permission to Daydream at Your Desk.
Scan it on the tube. Open it at 2am when you should be asleep. Send it to the one friend who'll actually say yes. However you get there — you're already halfway gone.
Start DaydreamingVirgin Rewind.
A proposed campaign direction built around rediscovering the feeling of an open-ended road trip.
California, No Signal.
A proposed California road trip pairing a suggested itinerary with a 90s-inspired soundtrack and time away from notifications. Keep navigation and practical support available; the freedom is in choosing when to disconnect. Music, travel partners and package details would need development before launch.
From proposal to evidence.
Run a blind brand-attribution and personality test on the source and proposed language. Can readers identify Virgin, and describe the intended attitude, without seeing the logo? Then compare qualified enquiries and booking progression using matched audiences. Test whether the itinerary and service deliver the promise. No campaign or conversion test has run.
Brochure copy was supplied for this study; its date and the specific Virgin business have not been independently verified. Virgin Rewind is a working concept name, subject to naming review. Imagery is illustrative; music and travel partnerships would need development.
Give the language a point of view people can recognise, even before they see the logo.