"Enjoy" became the entertainment promise of the Virgin brand
Tactical Route Promotions
Alternative London, Alternative Sydney websites
Erik the Dog - brand ambassador
Very cheeky, very Virgin
In-flight and out-flight entertainment
Virgin Airways
- Brand strategy
- Digital strategy
- Digital buzz
- Print Advertising
- TV Advertising
- Viral Marketing
- Events
In a word - enjoy!
Challenge
As a non-flag carrier, Virgin faced big challenges: not part of a major mileage programme, tight budgets, and no major feeder network. The brand was squeezed into doing ‘me-too’ advertising and brutal price promotions.
Solution
The strategy was to pull Virgin forward with the brand. A positioning around its original character of fun and fabulous inflight entertainment products supports the new ‘Enjoy’ brand promise.
Results
Revenue has seen 20% + growth, while internet sales have risen dramatically. The success achieved driving bums into seats on the Hong Kong-Sydney route has now been matched by a stack of creative awards collected for Virgin’s online work.