Virgin America wanted every flyer to know that they were anything but just another airline. So we made the difference clear by creating the worst carrier ever—BLAH Airlines. The almost six hour, real-time cross-country trip on BLAH Flight #101 was originally designed as the world’s longest pre-roll. But it became an internet sensation, got featured tons of earned PR, and won a bunch of awards. We also created a full online presence for BLAH Airlines, including a lame website, awful social feeds, and a maddening toll-free number. We even played at the Dallas Film Festival—in a movie theater. (Sorry, again, to the people of Dallas.) Best of all, everyone got the message: flying Virgin America is never BLAH.