Virgin Atlantic Airways wanted to announce their brand new JFK lounge to their upper-tier flyers with style.

The direct mail piece, dimensional and stamped with red foil, definitely wasn’t going to get lost in the morning mail. The book inside, printed with a soft-touch coating, feels luxurious to the touch, and takes the reader on a journey through all the fantastic perks of the newest lounge at JFK.

An engraved invitation (also side-stained and foiled stamped on the reverse) to attend the launch party went to the elite tier members; swag at the event was packaged in bags foil-stamped with a wallpaper pattern exclusively designed for the lounge.