Flying in face of ordinary: Virgin Case

Virgin Marketing strategies use to favoured quality rather quantity. This company was among the first to launch social and media campaigns in order to be more engaging with consumers. We will see in another article that Richard Branson, the owner of the company is also used in advertising to raise brand awareness.

In January 2013, Virgin launch the campaign “Flying in face of ordinary” with at time a new global brand scheme. The goal was to provide passengers a memorable and exclusive experience in capturing passionate attitude for flying from the Virgin crew, to go beyond the standards. The goal was to spread the message throughout all areas of business to be seen as a very powerful brand. Then this advertising campaign aimed also to connect in an emotional way the consumer with the brand.

Buzz Marketing and Social Media

“Looking for Linda”

In 2011, Virgin launch its first Tv campaign. In order to be more innovative and reach a larger target, Virgin started a campaign on social media, Facebook and Twitter. At time the fact to engage customers in a marketing was non-traditional. Targeting Facebook audience and Twitter follower’s love for travel, people was offered a meaningful reward in exchange of their participation:

This is here that Linda is introduced, a fictional stewardess who use to share her experience of world travels throughout a blog. The goal was to guess Linda’s destination correctly. The one who won could participate to a contest in order to win flights tickets. 

The campaign was highly successful. The result was an increasing of the social followers, they created a positive buzz around this campaign

Source:

air-journal.fr

(credit photo: Virgin-atlantic.com