Redefining Travel: The Bold Marketing Strategies Of Virgin Atlantic

By Author: iDigitize
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Virgin Atlantic has always been an edge above just a medium to reach places. Under its founder, Mr Richard Branson, Virgin Atlantic makes bold statements and has also been a challenger that has glorified the rules of the airline industry globally. Founded in 1984, yes, that's 40+ years back from today, swiftly became a symbol of excitement, and customer satisfaction at the core, offering an experience that is not even close to the maximum of its aviation competitors.

Virgin Atlantic: The Brand Story
Richard Brandson, in 1984, was flying to the Caribbean when his flight got cancelled. Instead of waiting around, he rented a small plane, wrote Virgin Atlantic on a paper and sold tickets for £ 39 to other stranded passengers. Within a few years after its official business foundation, they launched routes to New York and Miami. By 1992, Branson even sold Virgin Records for a billion dollars to fund the company. Today, Virgin Atlantic pulls in over 3 billion annually and carries millions of passengers annually.

The moral is simple: A man who loves challenges can even leverage the opportunity of a cancelled ...
... flight to make a multi-billion-dollar business.

What does Virgin Atlantic do differently?
Virgin Atlantic exceeded expectations not only because of its quality of services but also due to its bold and beautiful vision. Branson, the youthful entrepreneur at that time, was sure about shaking up the airline industry from the very beginning. He was optimistic that Virgin Atlantic wasn’t going to be just any other airline—it was going to be a symbol of lifestyle, something the audience looks forward to. The vision was drilled down to its marketing strategy, which was injected with young personalities with a dash of fun into every passenger interaction. This not only turned a simple flight into an experience that people go all ga ga about, but also awaited to experience uniqueness whenever they boarded a Virgin Atlantic flight.

Virgin Atlantic's social media marketing always looked at the bigger picture, other than selling its flight seats; it was all about selling an experience that people/its customers, logged for. Be it memorable ad campaigns, distinctive in-flight services, or the founder Richard Branson participating in a daring stunt. Virgin connected to the masses and made its customers feel like part of something grander. The result was not at all shocking. They bagged a bag full of Loyal fans, a highly engaged audience, and a cult following that spread like wildfire.

Remarkable Media Campaigns: The True Boldness Behind Virgin Atlantic

Virgin Atlantic has always proved and continues to stand out with its distinctive trait of being able to break through the noise. From eye-catching television commercials to engaging social media campaigns, Virgin has used marketing innovation to captivate audiences, even to date.

Let’s dive into some remembered social media campaigns by Virgin Group

1992: The Launch of Premium Economy - Virgin Atlantic pioneered the "super economy" service, also branded as Premium Economy, by offering enhanced comfort and amenities at a higher price point than economy, a move that set a new standard for airline services.

1993: The £179 "Open-Jaw" Ticket - One of the initial boldest moves to attract more customers, Virgin Atlantic sold a unique "open-jaw" ticket which had multiple destinations, like starting from London Heathrow to Los Angeles and then to New York back to London Heathrow for a mere £179. This made the entire strategy move towards what's trending and the youth in the UK.

1990s: The "Zulu Warrior" Stunt - As part of its marketing strategy to create a splash, Richard Branson had himself and employees dress up as Zulu Warriors to promote the new South Africa route.

2008: The First Commercial Biofuel Flight - Virgin Atlantic conducted the world's first commercial biofuel demonstration flight from London to Amsterdam, using a 747 powered by a biofuel blend.

2010s: "Still Red Hot" - This campaign showed the colour red too boldly, grabbing travellers' attention at the airport. Backed with premium outdoor advertisements on the same theme, it showed how confident the airline was as it stepped into its 25th year of existence.

2023: The First 100% SAF Atlantic Flight - Virgin Atlantic has always believed in innovating in the aviation industry. Amidst all the global warming issues getting highlighted, they stepped into the GREEN SHOE with their efforts towards sustainability by conducting the world's first flight across the Atlantic powered entirely by Sustainable Aviation Fuel (SAF), proving that 100% SAF can be used safely in existing aircraft and infrastructure. Sure to be in the news for good reasons.

Ongoing Focus on Personalisation - They collaborated with Adobe Experience Platform, and now Virgin Atlantic is leveraging customer data to provide highly targeted and personalised communication across all touchpoints, enhancing the entire customer journey from booking to their return flight. They emphasised digital as well as physical experiences, with personalisation being at the core of the entire strategy.

Virgin also strategically integrated its premium and comfort variants into its online and offline marketing campaigns. Whether it’s throwing some light on the comfortable Upper Class seating or the indulgent onboard services, the brand always did and will always focus on the premium experience without sounding pretentious. Their efforts on getting customer feedback are yet another element that sets them apart, making sure the brand stays closely connected to its passengers’ desires.

The Go-Getter Strategy: How Virgin Atlantic Dominated Offline Visibility
They made it bigger here, offline! The go-getter founder of Virgin Atlantic never shied away from being noticed. One of the most iconic stunts by him was skydiving arrival at the launch of Virgin Atlantic’s first-ever flight to San Francisco.

Talk about creating a buzz? Oh no, they don’t just talk, they do it themselves. This stunt not only garnered media coverage but reinforced Virgin’s bold, adventurous persona.

What’s Next? The Future of Virgin Atlantic’s Marketing in the 2020s
The travel and aviation industry is changing too fast, and Virgin Atlantic is ready to keep up with and lead these changes. The future for Virgin Atlantic lies in its personalisation and sustainability ideations. With a global focus on eco-friendly travel, Virgin is positioning itself as a leader in sustainable aviation. Expect more campaigns around eco-conscious travel that are tied to their commitment to reducing carbon footprints without sacrificing luxury.

With technological advancement, Virgin will also put its hands into delivering better experiences powered by augmented reality (AR) and virtual reality (VR). This can be delivered through immersive VR travel previews or AR-based in-flight experiences. As always, Virgin will ensure that its brand stands at the forefront of digital and experiential innovation.

Virgin Atlantic continues to push boundaries and take up challenges as if that were its sheer reason to ever exist. They live by these ideologies: Staying ahead of the competition, always adapting to the changing landscapes of the aviation industry, and seamlessly blending them into their online and offline marketing strategy. At iDigitize Infotech LLP, we share that same commitment to staying up-to-date and delivering the best experiences in the digital space.

We help our clients leverage the opportunities and help them to be seen, to get connected and go viral.