Virgin America has pulled together a lot of different strands for its latest digital campaign.
The campaign is centred on an interactive video, available on the campaign website, which aims to show off the cabin through the eyes of frequent fliers.
Not just any old regulars however, the airline is calling them ‘originals’ and has chosen people known for shaking things up in their field – e.g. Tim Westergren, founder of Pandora, Kevin Smith, indie film director and Alexis Maybank and Alexandra Wilkis Wilson of Gilt Groupe.
Other passengers can get involved too by submitting photos of their experience via the Gogo inflight wifi service and using a hashtag devised for the campaign.
Virgin America plans to use the photos for a digital billboard to air in Times Square later this month.
The airline, part owned by Richard Branson, joined forces with  agency Eleven for the campaign while Tool of North America produced the video.
Here’s a behind the scenes clip on the making of the campaign
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