When the Covid-19 pandemic began, customer communication was key. Especially with all the press surrounding Virgin Atlantic, Richard Branson, and the airline industry in general. I created reassuring, apologetic, and empathetic communications in an extremely tough customer environment. This meant ensuring strong messaging, but making sure it was not repetitive - especially as there was no way of knowing how long the situation would, or will, continue. We also worked closely with Virgin Atlantic staff who had been furloughed, to create good news stories and positive coverage around their work in essential industries and volunteering with the NHS. Virgin Group recognised this copywriting work by using it as a best in class example of customer communication during the pandemic.