Virgin Atlantic-WeWorkintheair and Emirates-Jetman

Plenty of airlines have been getting crafty when it comes to targeting and communicating with the so called ‘creative class’ passenger demographic of young entrepreneurs and outside-thebox thinkers.

Examples include ‘hackatons’ by American Airlines and Finnair , Delta’s ‘Innovation Class’ mentoring program, Turkish Airlines’ ‘Invest on Board’ initiative and British Airways’ ‘UnGrounded’ event.

Now Virgin Atlantic has come up with a creative approach to target this group, attempting to bring them forward in the cabin with a campaign promoting Premium Economy travel. By pairing up with an international chain of co-working office spaces, WeWork, Virgin Atlantic executed a social media promotion called #WeWorkInTheAir .

Through this initiative, WeWork members living in New York, Los Angeles and San Francisco could win a free flight to London, plus ground transport and a hotel voucher. All they had to do was take to social media (Instagram, Twitter or Facebook) and creatively share why their business could benefit from a trip to London, using the hashtag #WeWorkIntheAir.

Five people from each of the three eligible American cities won Premium Economy tickets to London, a desk at WeWork’s London location and access to exclusive member events while in town.

Virgin Atlantic is also offering a free twomonth WeWork Commons membership to passengers who book a Premium Economy ticket by December 31.