Virgin Atlantic today announced plans to re-launch its social travel community site,, with a strategy focused on rewarding their frequent flyers using gaming mechanics.

As one of the first airlines to launch their own online community, Virgin Atlantic will partner with social gaming experts Lithium, as they plan to engage with their 1.8 million Flying Club members. The airline will introduce the ability to earn real currency in the form of miles in addition to the more usual virtual rewards.

Virgin Atlantic has a great track record in taking ideas and applying them in new and exciting ways. Drive Thru Check-in and safety videos are two great examples. The plan is to take the fundamental thinking and technology behind social gaming and develop it to allow our loyal customers and Flying Club members to be rewarded for their contributions.

Lysette Gauna, Creative Director at Virgin Atlantic commented:
“We want to make contributing to vtravelled as easy, enjoyable and rewarding as possible for our Flying Club members. The science behind the human behaviours in game mechanics is something that really interests us and the more we learn about it, we realise we have a great opportunity to use it to create something unique that will engage our community of travel lovers. We couldn’t have found a better partner than Lithium, not only are they industry leaders with a great track record, but the fact that they were founded by successful pro gamers makes them an interesting bunch to do business with!”

Lyle Fong, CEO of Lithium said:
“We’re very excited to partner with such a progressive and customer focused company like Virgin Atlantic. They are leading the way by tying social media and gaming mechanics to generate real currency in the form of Flying Club miles. We look forward to partnering with them to deploy our platform in such an innovative and exciting project”.

For further information please contact the Virgin Atlantic Press Office on +441293 747373 or log onto

Published on: 11:04AM on 4th March 2011