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Brief Published: 12 May 2021

Virgin Atlantic ASMR Travel Campaign Evokes Wanderlust

British airline Virgin Atlantic has released an ASMR-inspired flight video that highlights the sights and sounds of air travel. Hoping to appeal to passengers’ wanderlust, the video includes everything from the ‘bing-bong’ of the call bell to the click shut of the seatbelt and the pop of a champagne cork.

The sensorial initiative comes at a prescient time when British tourists are looking forward to specific international borders opening up for holiday travel under Prime Minister Boris Johnson’s green light tourism programme.

Meanwhile, in a recent survey of more than 1,000 British adults, 82% of respondents missed the pilot speaking over the PA and 78% craved the tinkling sound of the drinks trolley (Virgin Atlantic, 2021). When it comes to holiday sights and sounds, waves lapping on a beach was the winner, with 94% of Brits saying they missed the sound the most (Virgin Atlantic, 2021).

Customers can enjoy three versions of the video, including short individual triggers on TikTok, a three-minute flight experience on the Virgin Atlantic Website, Facebook, Instagram, Twitter and YouTube, or a one-hour version on the Virgin Atlantic Blog and YouTube

Virgin Atlantic’s chief customer and operating officer Corneel Koster said: “We pride ourselves on offering our customers a brilliantly different experience, so the concept of ASMR and giving people that magical tingly feeling, is the perfect tool to remind our customers of the travel experience that awaits them when they come back to the skies with us.”

Virgin Atlantic isn’t the first travel brand to employ ASMR, see Marriott Launches ASMR Bedtime Stories and Three Wellness Travel Activations to Watch for more.

This campaign also reflects how brands are using novel digital means to market travel. See The Virtual Travel Boom, Monetising the Full Travel Lifecycle and How to Sell Future Travel for deeper insights.