Virgin Voyages put 1,100 creators on a ship and generated 108 million views
A full ship takeover of Scarlet Lady from Miami to Bimini, 19 to 22 April, with more than 1,100 TikTok creators deliberately mixed by age, follower count and niche rather than travel creators only. Result: over 17,000 pieces of content, 108 million views, 3.8 million engagements, social referred web traffic more than doubled. CMO Nathan Rosenberg says creators are now the brand's primary media channel. The principle is scale over control.