Virgin America x Airbnb - Work Hard, Hawaii Hard

Virgin America x Airbnb - Work Hard, Hawaii Hard

To promote its new service between San Francisco to Hawaii, Virgin America has introduced a ‘Work Hard, Hawaii Hard’ campaign, featuring a contest , in partnership with Airbnb,. The airline follows the Virgin brand playbook by employing Sir Richard Branson as chief promoter of the contest. Virgin America has aimed its ‘Work Hard, Hawaii Hard’ campaign at its hyper-workaholic Silicon Valley customer base.

The grand prize includes round-trip tickets for two on the inaugural flight from San Francisco to Honolulu, a three-night stay at a luxurious beachfront Airbnb estate with Sir Richard as the Airbnb host on the first night.

On LinkedIn, Sir Richard Branson wrote an Influencer post ‘Work Hard, Play Hard: The Virgin Way’ , explaining the importance of taking time off, while promoting the route launch, and the ‘Work Hard, Hawaii Hard’ campaign. A YouTube video for the contest features Branson living the ‘Work Hard, Hawaii Hard’ lifestyle. The airline has used the #HAWAIISCAPE hashtag to promote the contest, and launched a microsite for the contest.

“As the number one destination requested by our Elevate members, we really wanted to take our Hawaii launch to the next level and give our fans and flyers a chance to be rewarded with the ultimate work escape and getaway—and Airbnb instantly came to mind,” said Luanne Calvert, CMO at Virgin America. “Both of our brands are about capturing the transformative aspects of travel—and we thought what better way to experience Hawaii than to do it at an Airbnb property with our Chief of Play Hard, Sir Richard.”