Virgin Atlantic and Hg2 | A Hedonist’s guide to... announced a content partnership based around the re-launch of its social travel community site, vtravelled.com, with a creative content strategy focused around engaging Virgin Atlantic customers.

The editorial will be based around each of Virgin Atlantic’s 33 global destinations and will be used to inspire customers to see cities in a new light. Hg2 has drawn on their global network of writers to pull together unique, fresh and dynamic editorial to draw customers in and keep them engaged with the site. Original pieces will range from reviews of the best places to eat, drink, shop and sleep in each destination to insider interviews, itineraries, reading lists, soundtracks, trends and inspirational articles to share and comment on.

Hg2’s creative strategy has been to create an arena that will encourage Virgin Atlantic’s customers to interact with each other, the content and on other social platforms such as Twitter and Facebook.

Claire Higgins, Head of Marketing and Content at vtravelled commented: “Hg2 are the perfect partners to deliver our content needs, with a unique Virgin Atlantic twist. We are delighted to have such fantastic group of writers on board, who will be giving us unparalleled access into the local perspective, in our destinations. vtravelled inspires our most important customers to make the most out of holiday they have booked with us and our content strategy is central to delivering on this promise”.

Tremayne Carew Pole, MD of Hg2 | A Hedonist’s guide to... said: “We’re delighted to be partnering with Virgin Atlantic and working with them to develop a uniquely engaging content strategy that will transform the way that brands look at working with their customers. Our tailored and filtered editorial coupled with Virgin Atlantic’s forward thinking approach to travel will create a new level of audience /brand interaction”.