Virgin America

MARKETING VIRGIN AMERICA

28,000 signatures – was yet seat chat function, notes Calvert. another example of Virgin Ameri- “The airline was built from the ca’s trademark tongue-in-cheek ground up. It allowed us to incor- marketing strategy. The cam- porate a lot of technology and to paign clearly was a success – the create a consistent experience,” airline was later confirmed as the she adds. winner of the two gates. Calvert brings Silicon Valley Known in US airline circles as experience – she’s a former Google the California-based carrier that and Yahoo executive – and has doesn’t take itself too seriously, been surprised by how many sim- Virgin America has set itself apart ilarities she has seen at Virgin: from its older US airline peers “The collaborative environment with its mood lighting cabins and and teamwork are very crucial.” a safety video that would look Being a low-cost carrier, the air- more at home on MTV. The line has fewer resources than its video, featuring rhyming lyrics US legacy counterparts. Each per- and dancing cabin crew, has son on Calvert’s team does the job logged more than 10 million of two to three people, she says. views on YouTube. Up next on the airline’s mar- “Virgin America clearly sees keting agenda are its new Hawai- marketing as multifaceted and ian services from November, takes a holistic approach,” said which Calvert says is the direct one of the judges. result of customer feedback. Indeed, the airline keeps all “People like to fly and earn their

Virgin America aspects of the passenger experi- points and burn their points on ence in mind when marketing leisure travel… they wanted to go “The airline was hen Virgin America itself. “It’s not just in terms of cabin to Hawaii, and we are now going built from the ground fought to win two experience, but also our opera- to include that in our itinerary.” Wgates at Dallas Love tional excellence,” says Virgin Offering a sought-after product up, allowing us Field airport in 2014, it enlisted America vice-president of market- and great service is more than half to incorporate the help of Virgin founder Sir ing and communications Luanne the battle won. “It allows us in mar- technology and to Richard Branson himself to back Calvert. Indicators like on-time keting to talk about the product, and a viral online campaign that had performance and lost baggage rates encourage our customers and the create a consistent social media buzzing. are “not as sexy”, but the airline media to do the talking for us.” experience” Branson, starring in a YouTube knows delivering in those areas is GHIM-LAY YEO LUANNE CALVERT video titled “An Open Love Letter equally important in keeping cus- VP marketing, Virgin America to Love Field”, made a play for the tomers happy, she says. support of the Dallas community. Being the US airline industry’s “No one should have a monopoly youngest carrier has helped. Vir- on your love,” Branson coos in his gin America was the first mover in love letter to the airport in the rolling out a completely wi-fi- video. “It’s time to let our love take equipped fleet, and seats on its flight, no matter how hard they try aircraft come with power outlets to keep us apart.” – cherished by today’s connected

The saucy video – along with traveller. Teenagers flying on the Virgin America an online petition that gained airline are delighted by the seat-to- Calvert brings tech background

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