Virgin Atlantic is in full press release mode this week to announce its flashy new website, featuring a dramatic new look designed by high profile agency LBi.
The airline is in the throes of completely redeveloping the look and feel it site, claiming it is "questioning the norm for airline websites and raising the bar", admitting it has taken inspiration from sites in the retail and banking sectors, as well as other travel sites.
The new site is part of a wider move at the carrier to ramp up its digital strategy over the next few years, officials say.
Around 60% of the current site is running on the new design, with the remaining pages due for conversion in the coming months.
What Virgin has not talked about this week is the ongoing saga over its Vtravelled social network.
Almost a year to the day (March 4 2011), VTravelled was closed down as the airline looked to reposition it with an eye towards loyalty rewards and gaming for passengers.
Virgin said the closure of the social network would be for around half a year.
The blog element of Vtravelled was kept going and still features a fair amount of destination information, tips, top tens and other travel-related content.
But the original idea of a dynamic, multimedia-led social network for customers (perhaps working alongside sister tour operating brand Virgin Holidays) is as far away now as it was when first announced in June 2009.
A year on and Vtravelled remains a blog, with no definitive news on what plans Virgin has for resurrecting the social network element of the service. If at all.
An official says:
"Vtravelled is currently in planning as the project has transformed into a wider piece of work. We are looking into how we can incorporate it in our new VirginAtlantic.com website."
There is no indication as yet for when this will materialise, the official adds.
Since the closure 12 months ago two of the key people involved in the project, Lysette Gauna and Claire Higgins, have since left the business, with responsibility last summer passed to Alan Lias, head of loyalty and business development at Virgin Atlantic.
In some respects, Vtravelled was the right kind of idea at the wrong time - launched just at the point when Facebook launched its fan pages and the network's member numbers went into the stratosphere.
Virgin Atlantic currently has over 135,000 fans on Facebook, around under a hundred times more than Vtravelled managed to achieve the last time officials released any numbers.