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Published: 5 Jun 2012

Virgin Atlantic Partners Longreads


Virgin Atlantic Airlines  has partnered with social reading community Longreads to bring curated travel content to its customers.

Travelreads pulls together articles about exotic locales and far-flung places from publications across the web. In keeping with the Longreads format, stories highlighted on Travelreads are long-form informative pieces, typically between 1,500 and 30,000 words, written by top journalists from around the world. Users can find the content on the Travelreads website, Facebook and Twitter, where they can also share their favourite stories by posting links using the #travelreads hashtag.

Chris Rossi, senior vice-president, North America for Virgin Atlantic, said: “We wanted to offer Virgin Atlantic passengers an easy way to enjoy some of the best travel literature and perhaps be inspired for new adventures. We think Travelreads is a great way to create a new online community dedicated to people with a passion for travel.”

In our report The Long Read, we talked about how consumers are looking for more of a connection with branded content. Virgin Atlantic’s partnership with Longreads is a great example of how a brand can develop cultural engagement and a branded experience for consumers through trusted, high-quality content.