Customer communication was key when the Covid-19 pandemic began. Especially with all the press surrounding Virgin Atlantic, Richard Branson, and the airline industry in general. I worked as part of the crisis team while 80% of the Virgin Atlantic staff were on furlough, leading on creating reassuring and empathetic communications in an extremely tough customer environment. This meant ensuring strong messaging, but making sure it was not repetitive - especially as there was no way of knowing how long the situation would continue.

We also worked closely with Virgin Atlantic staff who had been furloughed to create good news stories and positive coverage around their work in essential industries and volunteering with the NHS. Virgin Group recognised this copywriting work by using it as a best in class example of customer communication during the pandemic.