Virgin Hotels officially launched in 2010 by Sir Richard Branson's Virgin Group - adding hospitality to their expansive roster. The dFm launched the first property (Virgin Hotels Chicago) and looks forward to their worldwide expansion within the next 5 years. The dFm is the current agency of record for the Virgin Hotels brand.
experiential partnerships content public relations influencer engagement
The Virgin Hotels Chicago launch was a multi-tiered production, for which we handled overall strategy, creative direction, design, and execution. Our consumer-driven moment attracted local + global awareness via a “Ferris Bueller's Day Off”-themed parade starring Sir Richard Branson himself. The private influencer event was aptly themed “discovery”, with various hotel floors offering live performances, art exhibitions, an “In Bed with Richard Branson” photo booth, and much more.
We procure strategic partnerships for both short and long-term brand collaborations. These are creative, PR worthy opportunities unique to the Virgin Hotels Brand. We also handle ongoing programming throughout the year, positioning Virgin as a go-to venue during festival season.
Kitsune pop-up (Parisian record label), Millie Brown art installation, Garrett Leight pop-up shop, WeDidIt hotel takeover (LA-based record label), Lollapalooza with NYLON Magazine. Performances and DJ sets by Future Islands, HAIM, Vic Mensa + much more.
We create unique digital assets utilized for web, newsletters, contests, microsites, social, and other promo assets. We also created a short 'History of Virgin' animated video that lived on the Virgin America homepage for several weeks.
We lead Virgin Hotels’ public relations efforts, landing on over 200 million impressions for the brand launch (ad value $28.95 million).
Our on-going influencer engagement efforts for the property range from musical talent to entrepreneurs. We connect the dots and secure social posts on an ongoing basis.
Brand Launch Stats:
@VirginHotelChi 139% follower gain in 4 days
@VirginHotels 102% follower gain in 4 days<br>
#BransonsDayOff became a trending hashtag on Twitter with 603 posts and 30,357,463 impressions
Virgin Hotels Chicago was recently rated the #1 hotel in the windy city by Condé Nast.