Virgin Travel Group

BRAND SIGNIFICANCE
AUDIENCE LOYALTY

As Creative Director for Virgin’s Travel Group from 2001 to 2003 in the UK, I was tasked to lead a team of web developers, writers and designers. Virgin Travelstore’s core audience is loyal to the Virgin brand and expects Virgin’s core values to be represented. All aspects of Virgin Travelstore were overhauled to emphasize value, ease-of-use, and edginess.  Virgin Travelstore tripled its monthly sales by increasing the opportunities for cross-selling and reducing the steps required to purchase.

Many advanced features were built into the various interfaces of Virgin Travelstore’s sections. All functionality, production, design, and production decisions were based on business needs. The Flights section functionality and layout were designed to streamline the searching and selecting process. The Holidays section was designed to provide resort information to support the user’s sale decision.

Virgin Travelstore’s sales increased three-fold and went from 10th in the UK to 5th top online travel site.