RElAX AnD HAVE FUn

VirGiN MEdiA

VirGiN BOOKS

VirGiN GAMES

VirGiN WiNES

VirGiN EXPEriENCE dAyS

VirGiN BAllOON FliGHtS

VirGiN FEStiVAlS

VirGiN rAdiO iNtErNAtiONAl

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In the western world, we’re working harder and harder and earning ever more money but leaving little time to enjoy it. It’s said (but often forgotten) that money doesn’t buy happiness and that life is for living. Relaxing and having fun is good for our health, so it not only makes us happy but helps us live longer.

The Happy Planet Index shows that we are still far from achieving sustainable wellbeing and that it is possible to achieve long, happy lives without over-stretching the planet’s resources.

Source: New Economics Foundation

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A major challenge in our future, however, is that the

media has regularly portrayed the necessary transition

to a sustainable lifestyle as involving cutting back and

living more frugally, which doesn’t sound like much fun

at all. this has created the impression that a sustainable

future requires making innumerable sacrifices, a view that

is entirely opposite to Virgin’s vision. An ideal scenario

would be to create happy and fulfilling lives which are

also sustainable – a vision worth aspiring to, surely . With

businesses spanning many sectors and touching many

aspects of your lifestyle we feel that Virgin is in a perfect

position to contribute to this vision. After all, the Virgin

brand has always been about having fun in that unique

Virgin way.

Virgin wants you to enjoy life safe in the knowledge that

we’re working hard to make all of our products responsible

and sustainable: the latest paperback from Virgin Books

that you read in the park, the bottle of Sauvignon Blanc

from Virgin Wines that you take to your friend’s for dinner,

your favourite film on Virgin Media, or favourite song

from Virgin radio international, the weekend away at a V

Festival, the friends you meet online with Virgin Games

and even the Virgin Balloon Flights or Virgin Experience

days that you book to give yourself something special to

look forward to. Virgin is a lifestyle brand and we want to

ensure that your lifestyle can be a ‘sustainable lifestyle’.

Virgin Media uses its expertise and passion to

discover hidden talent by encouraging and developing

young people through its competition Virgin Media Shorts.

Thisisauniquecompetitiontofindthebrightest, undiscovered film-making talent in the Uk and

has been a huge success so far with over 2,000 film entries. Its efforts to nurture talented young musicians also

continues to gather pace through the Road to V competition,

which gave exciting new bands the chance to compete

to become the first act on stage at the V Festival.

Here is what our companies are doing to make relaxing and having fun more sustainable:

Virgin Media Shorts

Chain of Custody tracks certified timber through every stage in the supply chain from the forest to the final user. having FSC Chain of Custody does not mean that all the papers it uses is FSC certified but it shows it has procedures in place that prevent mixing ofFSCandnon-FSCpaper. It is a third party verified system – it has been audited on these procedures by BMTRADA and will be audited again at least every six months to ensure it is following procedures correctly (audits can take place at any time).Virtual & tangible entertainment

Just as Virgin Media is enabling low carbon

forms of communication (as described in Staying

in touch page 40) it will increasingly make a

contribution to reducing the environmental

impact of buying music. in a government white

paper comparing the carbon footprint and

energy usage associated with various forms

of music delivery, from Cds sold at retail to

Cds sold on the internet to simple downloads,

downloads were shown to have by far the least

environmental impact. Purchasing music online

reduced CO2 emissions by 40-80%, compared

with buying a Cd at retail1 (the research took into

account all facets, from packaging to the type of

shipping involved). Virgin Media has partnered

with universal Music to provide an unlimited

MP3 music download subscription service to its

broadband customers.

downloading material is, of course, not confined

to music and we have recently witnessed the

development of e-books. Although there aren’t

many e-readers on the market yet, they have

the potential to revolutionise the industry and

Virgin Books now offers its new titles as e-books

wherever possible. At present Virgin Books’

greatest impacts are the energy used to produce

and transport the books alongside the source

of its paper. Virgin Books is part of the random

House Group which was the first publisher in

the world to get the Forest Stewardship Council

(FSC) chain of custody certification . Currently

over 75% of the paper it purchases is FSC

accredited2, and for the next two years all of its

black and white books will be printed on FSC

accredited paper . Virgin Books is also working

with other large industry players to resolve the

complex issue of stock management in retailers,

to prevent books being overstocked and then

later pulped. Virgin Books now prints closely to

the orders it receives and if books are returned

and pulped the paper is recycled into newsprint.

Virgin Books makes positive social contributions

through its significant involvement in literacy

programmes, by means of its partnerships with

Quick reads and World Book day. it donates

books to a wide variety of charities with

donations ranging from large consignments to

Book Aid, the National literacy trust and the

roald dahl library to smaller one-off donations

of single boxes of books to local charities

and small fundraising initiatives. Virgin Books

also runs a volunteer reading scheme which

allows employees paid time away from work,

to volunteer in london schools to help improve

children’s literacy skills.

co2reducTion

40-80%

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Forest Stewardship Council is an international, non-governmentalorganisation dedicated to promoting responsible management of the world’s forests. It is supported by NGOs including WWF, Greenpeace and the Woodland Trust.

1. Source: “the Energy and Climate Change impacts of different Music delivery Method August 2009

2. Certified by the Forest Stewardship Council for paper from sustainable sources

random House is FSC certified under FSC certificate tt-COC-002139. FSC trademark © 1996 Forest Stewardship Council A.C.

FSC uK (www.fsc-uk.org), FSC international website (www.fsc.org)

Virgin Books

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A study carried out in 2006 by Merrill Lynch reported that the internet gambling industry was still in its infancy with a projected peak expected in the year 2015. At that time Merrill Lynch predicted that the mature market would bring in $528 billion US annually worldwide, compared with $12 billion US back in 2006, making it by far the largest ecommerce industry. Source: Casino Gambling Web.internet Gambling industry Growth to reach $528 Billion by 2015(http://www.casinogamblingweb.com/gambling-news/online-casino/internet_gambling_indus-try_growth_to_reach_528_bil-lion_by_2015_20607.html)

Responsible gamingtechnology has facilitated an increase in many

different types of online entertainment for

example, online gaming . last year in the uK,

the government estimated there were 3.5 million

regular players3. While this number represents

a considerable increase compared to past

surveys, the number of problem gamblers seems

to have remained constant at about 250,000.

Gamblingplanet.org suggests that while the

current recession has left many regular gamblers

short of cash, it has also inspired a wave of

new players looking for a fun distraction from

troubling times, and online gaming is both cheap

and accessible4.

As online gaming becomes more popular,

the industry must make sure that it develops

appropriately so that it is a safe and responsible

form of entertainment. Virgin Games is an online

gaming business that offers three main games

– poker, casino and bingo – to its 45,000 cash

customers and five times as many free-players.

Virgin Games ensures that the range of gaming

products it offers is done so in a fun and safe

environment and is very active in making sure it

can identify customers with a potential problem

to avoid exploiting the vulnerable few. it does

this by developing proactive, customer-facing

solutions to protect and educate players.

Virgin Games is one of a select group of

operators that has been invited to take part

in the development and trial of an industry-

wide data sharing solution. the idea is to help

customers to recognise warning signs and take

preventative steps rather than only offering

solutions after a problem has arisen. there

are in-built spend limits and self-select tools

which prevent customers from inadvertently

overspending. it has default deposit/withdrawal

limits. Players can also set their own lower

deposit limits and self-exclude themselves for a

period of time if they want to take a break from

playing. Virgin Games is also one of a handful

of companies to be fully certified by GamCare,

the gaming industry’s most recognised problem

gaming support organisation.

No vehicles over maximum gross weight

shown (in tonnes)

Parking restricted to

permit holders

No waiting

No stopping during period indicated except for buses

No stopping (Clearway)

No stopping during times shown

except for as long as necessary to set

down or pick up passengers

Signs with blue circles but no red border mostly give positive instruction.

Ahead only Turn left ahead Turn left Keep left Vehicles may (right if symbol (right if symbol (right if symbol pass either

reversed) reversed) reversed) side to reach same

destination

Mini-roundabout Route to be Segregated Minimum speed End of minimum (roundabout used by pedal pedal cycle speed

circulation - give cycles only and pedestrian way to vehicles route

from the immediate right)

One-way traffic (note: compare

Pedestrian crossing

point over circular ‘Ahead Buses and Trams only tramway only’ sign)cycles only

With-flow bus and Contra-flow bus lane With-flow pedal cycle lane cycle lane

increase in online entertainment

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virgin games – why go to vegas when we can bring vegas to you?!

sony e-reader for reading digital copies of books

Business stripped Bare by richard Branson, published by virgin Books

one of virgin Books environmental books - why your world is About to get a whole lot smaller by Jeff rubin

3. department for Culture, Media and Sport (2006). A literature review and survey of statistical sources on remote gam-bling. london: dCMS.

4. Gambling Planet.org. (September 2009). is online gambling recession-proof? (http://www.gambling-planet.org/editorial/is-online-gambling-reces-sion-proof/091009)

The impacts of wineVirgin Wines recognises that a responsible approach to

drinking is important and believes that “drinking is only fun

when you don’t overdo it”. the company actively promotes

the drink Aware logo and will be addressing ways of

further promoting responsible drinking in the future.

A significant environmental impact of Virgin Wines is the

use of water in the production of wine, specifically through

irrigation of the vines. it’s estimated that it takes 120

litres of water to produce a 125 ml glass of wine. French

growers only use natural irrigation and other Virgin Wines’

growers have installed water-recycling processes to save

on the water they draw from the local community. they are

looking to encourage more growers to do the same.

Virgin Wines has used its influence to ensure that its

distribution partner, HdN, has worked hard to create an

Environmental Policy focusing on carbon reduction and

other negative impacts. its efforts were recognised at the

interactive Media in retail Group’s Online Green Awards

where it was awarded large Supplier of the year for 2007

and 2008.

Virgin Wines also has a strong connection with forests

through its use of cork. in contrast to the issues faced

by Virgin Books, using cork for wine bottles harvested

in a sustainable manner has social benefits as outlined

in a report by WWF (2006)5. up to two million hectares

of cork forest in the Western Mediterranean and North

Africa could be lost if the industry moves away from cork

stoppers (which accounts for 70% of the cork market). the

report also claims that the loss of the forests would lead

to the loss of over 62,000 jobs. Others argue however,

that aluminium screw caps are very energy efficient when

recycled as they save around 95% of the energy used to

manufacture them and can be recycled an infinite number

of times. Virgin Wines is working hard to understand both

sides of the debate so it can make an informed judgement

on this issue.

Since Virgin Wines works predominantly with smaller

growers to source its wines, it supports those with limited

marketing budgets and purchasing power, while giving

them exposure and enhancing their return.

internet shopping and extensive, sophisticated supply

chains allow customers to shop with ease for products

from all over the world, often without the knowledge of

where they come from or how they are made. Virgin Wines

believes that transparency is vital to know more about its

wine so that its customers can make informed decisions

about the type of products that they buy. For that reason

Virgin Wines offers its customers the chance to engage

with winemakers both online and at wine-tasting events.

Virgin Wines also runs regular competitions, giving its

customers the chance to win visits to its vineyards. in the

future it plans to provide more information to customers

by presenting individual profiles for each of its winemakers

and their wineries in the WineZone section of its website

and on its Facebook page6.

Virgin Wines’ ambition is to increase the range of

organic wines it carries, and it plans to achieve this

by supporting a number of its growers through the

complex and expensive process of becoming organic

by guaranteeing to purchase their wine and thereby

mitigating any risk to them. in addition, Virgin Wines is

working with a cooperative of growers in the Cape in

South Africa in order to develop a range of Fairtrade wines

whose premium prices will provide the extra funds needed

to support the development of a school classroom.

Last year Virgin Wines sold around 13,000 bottles of organic wines and 25,000 bottles of Fairtrade wine (July 2008 – June 2009).

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steve grimley – one of virgin wines’ Australian winemakers

5. Cork Screwed? (May 2006) WWF (http://assets.panda.org/downloads/cork_rev12_print.pdf)

6. http://www.facebook.com/home.php?#/pages/Virgin-Wines/5499569908?ref=ts

The carbon footprint of a day outEnvironmental impacts are a priority for Virgin Experience

days since one of its best selling gifts is a carbon-

intensive driving experience. However it is also currently

working with a number of suppliers who offer sustainable

experiences. For Balloon Flights, all customers have to

travel to the launch sites which are usually in rural areas

and only accessible by car, thereby contributing to the

overall carbon footprint of the experience.

Since Virgin Balloon Flights and Virgin Experience days

offer intangible gifts it’s important for them to create

perceived value by sending gift vouchers and information

packs to customers prior to their experience, which can

often involve unnecessary amounts of packaging. Balloon

Flights has introduced 100% recycled and recyclable paper

for all its tickets and brochures and Virgin Experience days

is developing recyclable packaging.

last year Balloon Flights donated £1 to the Forest trust

for every tonne of carbon produced during the experience,

which was given to support projects conserving rainforests

and ensuring long-term sustainable forestry management

to maximise value to people, wildlife and the environment.

Balloon Flights has taken this one step further by

launching a range of designer clothes and bags called Bon

Voyage! made out of recycled balloon envelopes with the

sustainable products and services company Worn Again,

which gives a percentage of its profits to the sustainable

lifestyles charity Anti-Apathy .

Worn Again have so far recycled two balloons into 500 bags & jackets.

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A worn Again virgin balloon jacket in full flight!

170,000 people attended two V festivals across the Uk

• 100,000peopleattendedfive Virgin festivals across Canada

• 40,000peopleattendedone Virgin festival in the US

• 89,000peopleattendedfour Virgin festivals across Australia

Biodiesel generators were used on all stages at Virgin festival Australia.

Partying with concern for the planetthe 12 Virgin music festivals around the

world have made huge efforts to improve their

environmental impacts by:

• purchasingresponsibly

• reducinganddivertingwasteinthesupply

chain

• offeringrecyclingandcompostingon-site

• supportingcleanenergybymakinguseof

biodiesel and solar generated power

• supplyingwatertankstocutdownonbottled

water.

With around 400,000 people attending the

Virgin festivals, there is a great opportunity to

raise awareness of environmental issues . A

number of the festivals have a dedicated area

on-site to educate and inspire people on green

issues. the festivals actively encourage punters

to participate in minimising their environmental

impact through initiatives such as:

• thecuprecyclingscheme-wherepeople

returning cups to a recycling bank are

rewarded with a discount on the next pint

• carpoolschemeswhichincentivisepeopleto

car-share to and from the event

• ahybridshuttleservicefromareasnearthe

site.

in fact, in response to the challenging economic

climate and Virgin Mobile uS’ positioning as a

company who gives back to the community, in

2009 the uS festival was free. re-named ‘Free

Fest’, the event was free to attend in return for

a non-compulsory charitable donation, raising

over $80,000 uS and offers of 30,000 hours of

help within the community and on environmental

projects.

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The US festival has won numerous awards for its work in greening its festival and is considered one of the greenest large music festivals in the country. Although other festivals in the US are starting to focus on green issues, very few do it so comprehensively.

pArk + ride

diversion

virgin festival canada.

virgin festival’s lady gaga concert in Toronto in aid of virgin Mobile canada’s re*generation campaign.

virgin experience day spa.

Virgin on the airwaves Music is an integral part of Virgin’s heritage.

Around 21 million people currently listen to

Virgin radio international associated FM

radio stations, making its programming one of

the most widely consumed products within the

Virgin Group. Virgin radio international works

with these radio stations with the aim that they

become the most popular within their respective

markets . it wants listeners to be happier, better

informed and more aware of what’s happening in

their communities.

virgin radio france is pursuing an

environmental initiative by:

• calculatingitscarbonfootprint

• settingupagreenhousegasemission-

reduction plan

• raisingitslisteners’awarenessofchallenges

related to deforestation and global warming

• supportingareforestationproject in the

Peruvian Amazon to compensate for its carbon

emissions.

The trees were planted by the 1,500 small cocoa producers comprising the Acopagro cooperative, a recognised and certified organic cocoa production organisation that is also certified by Fairtrade.

Virgin Radio International is a management services company tasked with overseeing and developing the Virgin radio franchise globally.

Virgin Radio International aims to establish the first branded global FM radio network. It currently operates in North America, Europe, the Middle East and Asia. It is exploring further opportunities throughout the World and anticipates launching more Virgin radio stations over the coming years.

Virgin Radio Advertisement

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