It is always a huge task to redevelop your marketing strategies to worldwide appeal. Virgin Atlantic took this decision following a consolidation of it’s global ad account into UK incumbent RKCR/Y&R including:
- rebuild of its virgin-altantic.com website
- on-line advertising
- social media
- mobile activity in VA key markets

VA had varying levels of awareness in different markets. This marketing strategy targeted ‘go-getters who activity make decisions to set themselves apart from the crowd’. The campaign that was linked to the corporate strategy. Highlights both the emotional and rational reasons for flying with the airline. This integrated activity introduces the strap line, ‘Your airline has either got it, or it hasn’t’. The communications strategy was supported by a micro site, with print ads and direct marketing will look to drive consumers online, where they will be exposed to the VA brand.

VA really understands its brand values and is a shining example how to put strategy into action on a truly global platform. Linking the corporate vision and mission to its marketing campaigns and communications programmes. At the core of its strategy development is how the customer will react and engagement with the brand on and offline.

Who else do you think is really good at overhauling its brand marketing strategies?