The 31 guides were produced exclusively for the airline by the B2B division of travel content specialist Frommer’s and in conjunction with Virgin Atlantic’s search engine optimisation agency, iCrossing.
Frommer’s has integrated the content into the existing Virgin Atlantic site as well as created a dedicated and fully-hosted microsite to house the full guides.
Virgin Atlantic website production manager Patrick Odey explained: “I wanted to provide useful engaging information about the destinations we fly to, but written in our style and brand tone, so our customers can really get under the skin of a country with really deep information about everything from the latest shops or the hottest restaurants.”
Virgin Atlantic launched the guides in January and has since claimed a doubling of traffic to the section on the site within the first month.
Frommer’s Unlimited director Joel Brandon-Bravo said: “The swift results of this project is clear example of why so many travel companies are investing in content to drive natural search.
“We’re seeing the increasing interest from travel organisations looking for vibrant content to drive natural search.”