Virgin america airline campign Experience the experience
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Virgin America, a California-based airline launched in August 2007 and led by Sir Richard Branson, has gained numerous awards for its service. Despite an operating loss of $4 million in the second quarter, the airline experienced a 29% revenue growth, driven by effective social media campaigns and promotional strategies. The campaign aimed to enhance customer experience and brand engagement through innovative advertising and direct marketing efforts.
Virgin america airline campign Experience the experience
- 1. Experience the “Experience” Campaign by Virgin America Airlines Swaraj Mishra
- 2. Company and introduction Virgin America is a California-based airline. Parent : Virgin Group. CEO: Sir Richard Branson. launched in August 2007, Virgin America has captured a host of travel industry best-in-class awards. “Best Domestic Airline” & "Best Business/First Class“. “Best Domestic Airline” in Travel + Leisure’s World’s Best Awards for six consecutive years. in April 2014, the number one ranking for the second year in a row in the annual Airline Quality Rating.
- 3. Situation Analysis Its operating loss to $4 million for the second quarter. Financial report of quarter 2 in September. operating revenue for the second quarter grew by 29 % to $347 million on a capacity increase of 32%.
- 4. Some of the social media campaign Being Social is in our “DNA”. Abby Lundarini (Director of Virgin airline) Partnered with Klout to give Free flight to best Twit. They promoted their facebook page and twitter more faster then other Airlines in USA. They Promote in twitter with hash tag #FlyMoreGiveBack between 2010 to 2011.
- 5. Reinvent the flying experience Use of “originals” Use of technology “Top class” brand positioning Impress who has never flown Campaign Objectives
- 6. Newsworthy campaign Direct marketing online display ads, banners Faster marketing through mobile & mail PR: Use of celebrity Promotion : coupon and rebates Instagram, twitter #myVXExperience Live streaming Communication objectives
- 7. Strategy & Execution Advertis ement • “Out Of House” advertising. • Wrapping of a San Francisco public transit tunnel. start • Creating hype,CEO served food and drinks aboard. • CEO posed & live streaming at Times Square NY. promotion • For 1st 1000 photos on twitter and Instagram 30%off on future flights, Frequent flyers help.
- 8. Attraction of the campaign 1st ,on demand food and drinks services Screen chat to interact with other person 12 stage in cabin mood lighting Extra wide reclining seats Attractions
- 9. -5 0 5 10 15 20 quarter 2 quarter 3 quarter 4 quarter 1(2013) operating profit operating profit Result of the Campaign Operating revenue for the third quarter grew to $368 million.
- 10. Thank you