Virgin Atlantic took the bold £50 million decision to transform its Upper Class product at a time of great uncertainty in the airline industry. Start branded the new product the 'Suite' and, through a combination of print, email and direct mail, drove audiences to the campaign hub - a microsite. Largely thanks to well-conceived integration, Virgin Atlantic were able to achieve the kind of global launch impact traditionally associated with multi-million pound campaigns. 106,000 visitors came to the microsite in the first week, of which 43,000 entered the competition.