When Virgin Atlantic adds a new destination to its schedule, it's big news. And we need to dial up the excitement, to increase the bookings. Sometimes there's time to create an entire campaign around a new route, but the nature of travel means that sometimes it will be very short notice. With the copy, it needs to be quick and punchy to convey the information of a new route. Recently, I began using a running theme of having 'Hello' in the local language or dialect. This creates a connection between all our new route announcements, and a warm, inclusive welcome to the route and country itself. Here's a selection of some the work I've done on new and upcoming destinations.