Virgin Atlantic to launch 'Travel Notes' for Upper Class Passengers

Virgin Atlantic is set to launch Travel Notes, a new publication for Upper Class passengers. The bi-annual title will be distributed to Virgin Atlantic’s Upper Class passengers in its Clubhouses at Heathrow and Gatwick before they board their flights from 10 October 2006.

Travel Notes is a journal containing space for freeform notes and drawings, fill-in interactive entertainments and diversions, travel briefings and celebrity interviews.

The title has been created and published by Fifty-One, a new publishing agency set up by creative director Michael Jacovides and publisher Vicky Stewart, in partnership with Virgin Atlantic.

Lysette Gauna, Head of Media for Virgin Atlantic, commented, “Following the success of Carlos magazine, we again wanted to give the passengers something very different. Our aim was to create an interactive and collectable piece of print, something that went beyond the passive consumption that the traditional inflight publication offers. Ultimately we wanted the passenger to take part in generating content for the publication – we are really co-creating travel memories with the passengers.”

Travel Notes has the same creative partnership as award winning Carlos magazine; editorial and creative director Michael Jacovides and art director and art director Warren Jackson. The first issue features illustrations from Mackenzie Crook and contributions from Tom Dixon, David Schrigley and Juliette Lewis.

Michael Jacovides, said, “Customer publishing needs to learn more from the amount of opportunities that the internet offers brands and their customers to co-create content – it’s now an essential part of a brand’s relationship with their clients. What publishing lacks in speed, we make up for by offering something longer lasting. We hope the Virgin Atlantic Upper Class passengers keep Travel Notes with them for their whole journey and beyond because it’s beautiful and tactile. Digital media can’t offer that.”

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