After conducting extensive research the key motivator for travellers was very clear: 'more space, more comfort, for a little more money'. The whole campaign had to be targeted to highlight the benefits for a corporate budget-minded audience in a warm and engaging way. So a simple pay off campaign line was created - Get a lot more, for a little more. It encapsulates both the rational (money-conscious) and emotional (feel-good) sides of the Premium Economy equation.

The idea was to take the visitor on a virtual journey of the Premium Economy experience, making it as enjoyable as possible from start to finish. The idea focuses around a series of interactive narratives that showcase key benefits of the Premium Economy experience, in a fun and personalised way. The individual narratives within the campaign are targeted to different segment groups including travel managers, travel agents and business travellers.

Prospective Premium Economy flyers (and their travel bookers) are enticed to go to www.virginatlantic.com/alotmorespace by a suite of targeted e-mails and banner ads.

Start have also created full page press ads targeted squarely at the business traveller, the ad will appear in American Express' cardholder magazine - 360.

To support the development of the campaign, a comprehensive toolkit of key elements including logos, images, typography and tone of voice has also been developed.

The Premium Economy site recently won 'Best Business Campaign' and 'Campaign of the Year' in the CIMTIG Travel Advertising Awards 2007.