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Safeguarding the magic of an Award-Winning Culture

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In 2012, Virgin America found itself at a crossroads. How could the five-year-old company, growing quickly, maintain its exemplary employee culture in the face of increasing pressure to unionize?

We worked closely with Sir Richard Branson and his team to understand and navigate the emotional territory surrounding the call to unionize. Together, we laid out a story to preserve the unique non-union structure that Virgin America held dear. By producing a series of events, films, and multi-faceted strategies, we helped focus and vitalize Virgin’s stellar internal culture and bolster its rapid growth.

In the five short years between our work with Virgin America and its $2.6-billion acquisition by Alaska Airlines, their culture was not only maintained, but widely recognized as one of the best in the industry.