Mass consolidation in the industry left Virgin Atlantic facing a new breed of global competitor. With a historical reliance on the UK to drive growth, it was crucial that other markets of Virgin Atlantic’s route network were working equally hard to deliver incremental revenue. ‘Your airline’s either got it or it hasn’t’, the first global campaign for a Virgin brand, used TV, press, poster, and digital support across Upper Class and Economy cabins to capture the unique values of Virgin, showing the glamour, fun and comfort of the flying experience. It has outperformed previous VA campaigns in the UK, and delivered significant growth across the rest of the world. The estimated global ROMI is £15.66 per £1 spent