VA Middle Seat Lottery

The Middle Seat Lottery is a first-of-its-kind product innovation that completely changed the conversation, not just about the experience of a plane’s middle seat, but also Virgin Australia’s ambition to truly change the experience of flying. The PR campaign sparked conversation in 43 countries and achieved 2.8 billion earned media impressions. Despite only being available in Australia, it was discussed on Saturday Night Live, The Daily Show, CNN, Forbes, as well as news broadcast and print media around the world, with an estimated earned media value of over $22 million.