Virgin America has partnered with Rock the Vote, the non-profit organization dedicated to increasing political participation among young people, to make voter registration more accessible to its passengers. As election season approaches, flyers on Virgin America will be able to register to vote during flight using complimentary in‑flight WiFi. The airline’s seatback entertainment system will also provide information about Rock the Vote and details on how to support the organization’s efforts through donations.
Luanne Calvert, chief marketing officer at Virgin America, emphasized the airline’s commitment to making civic participation straightforward for customers: “We’re thrilled to partner with Rock the Vote, which does such important work in engaging and empowering young people to get out the vote. We wanted to make it convenient for any of our flyers who are not yet registered to vote to participate in the democratic process.”
As part of the collaboration, Virgin America will contribute $25,000 in cash as well as airline tickets to support Rock the Vote’s voter education and engagement programs. Passengers can expect to encounter election-related video content and announcements from Rock the Vote as part of the onboard experience throughout the year, helping raise awareness about registration deadlines, voting options, and the importance of civic participation.
Kiki Burger, director of marketing and events for Rock the Vote, highlighted the natural fit between the two organizations: “We’re excited to partner with Virgin America, a brand that, like Rock the Vote, was built on a love for music and has been the embodiment of cool with wings. What better way to mark your first time experiencing the important act of registering to vote than by doing it at 35,000 feet.”
The partnership is designed to remove common barriers to registration by leveraging the inflight environment, where complimentary WiFi and integrated entertainment systems give passengers a convenient way to complete the registration process. By integrating voter registration tools into the onboard digital experience, Virgin America and Rock the Vote aim to reach younger travelers who may be less likely to register through traditional channels.
Beyond the immediate convenience of registering while flying, the initiative intends to raise broader awareness about the voting process. The in‑flight content will include clear, nonpartisan information about how and where to register, important dates and deadlines, and steps to take to ensure a smooth voting experience. The goal is to inform and empower passengers so they can make confident decisions at the ballot box.
Virgin America’s financial contribution—combined with donated tickets—will support Rock the Vote’s programming focused on education and engagement. These programs typically include outreach campaigns, digital tools that simplify registration and voting, and partnerships with artists and influencers to inspire civic involvement among younger demographics. By providing funding and a platform, the airline helps extend the reach of these initiatives to travelers across its network.
This collaboration also reflects a broader trend of private-sector organizations using their platforms to encourage civic engagement in nonpartisan ways. By offering easy access to voter registration and relevant information, carriers like Virgin America can play a practical role in increasing participation without influencing voter choices or endorsing specific candidates or policies.
Passengers interested in taking advantage of the onboard registration option should look for prompts within the seatback entertainment system or connect to the complimentary WiFi to find the Rock the Vote registration portal. The airline plans to promote the service with in‑flight video messages and announcements, ensuring flyers know the option is available during their journey.
Through this partnership, Virgin America and Rock the Vote aim to make registering to vote a simple, accessible step for travelers, turning a routine flight into an opportunity to take part in the democratic process.