Virgin Atlantic defines the ‘IT’ factor.
Inviting travelers to jump into bed with them, Virgin Atlantic use Sydney International Airport as its stage, showcasing why they’re the airline that’s got “it”.
While they wait to board other carriers at Sydney International Departures, travellers are treated to a tantalising taste of what it’s like to fly Upper Class with Virgin Atlantic, for the month of January.
After walking through immigration and clearing customs, travellers are warmly greeted by Virgin Atlantic Cabin Crew and encouraged to lie back and try their award winning fully flat bed, take a seat at their trademark on-board bar and jump into the back of the Virgin Atlantic London Taxi to enter a competition to win a trip for two to London.
Virgin Atlantic Marketing Manager Margy Vary says;
“Australians love their travel and are crying out for a better way to fly. Research shows that once you’ve flown Virgin Atlantic you are very likely to fly us again. Bringing the Upper Class experience to Sydney Airport gives passengers who have never travelled with Virgin Atlantic a chance to get a true sense of what they’d experience. We’re putting ourselves out there for people to try before they buy. And we’re confident that one taste will get them hooked! “
An ex Qantas business traveller exclaims;
“Definitely the best airline and service I have received, I will never go back”
A couple travelling with Cathay Pacific says about the Virgin Atlantic activity;
“Oh wow, is this really for free, how generous of Virgin Atlantic, this is such a great service and the education and awareness you have just given us is great, I wouldn’t have known any of this or even considered flying Virgin if it wasn’t for the promoter engaging in conversation with us”
Offering more than just a lie down, the Virgin Atlantic Cabin Crew turn on their famous sparkle and charm, handing out small surprise and delight gifts to passers-by.
Vary says;
“At Virgin Atlantic we believe flying should be a pleasure, not a chore. Our products and planes are high quality, and our crew are hand-picked for their sparkling personality and dedication to gold standard customer service. With this promotion we want to show the magic touches that can really make the difference for the comfort of our travelling passengers. It is part of what we believe gives us that ‘It’ factor.
Giveaways include;
Re-fillable water bottles with the reminder “Drink me. Stay gorgeous” to encourage frequent rehydration, a proven antidote to jet-lag.
Lavender facial spritzers for relaxation, sleep assistance and skin hydration, labeled with the cheeky tagline ‘Spray me. Stay gorgeous’
Samples of luxurious ‘Cowshed’ lip balm and hand cream from the Upper Class cabin and award winning London Heathrow clubhouse are an added bonus, displaying another added benefit to passengers who fly Upper Class with Virgin Atlantic
Gold and Silver Flying Club members receive books as gifts; Richard Branson’s new book ‘Screw Business as Usual’ for the boys and the Girlosophy Travel Guide for the ladies.
Virgin Atlantic has also teamed up with the Langham Hotel in London and launched a competition open to everyone, via their website, for a chance to win a trip for two to London to experience the Diamond Jubilee in July this year. To enter people must answer in 50 words of less why they think they’ve got the ‘it factor.
Customer Testimonials
“We love the forward facing seats, the last time we travelled another airline (British airways) we had to backwards and couldn’t wait till our flight had finally landed” (Spoken by: an elderly couple who usually fly Qantas)
“Virgin has really shown their knockout aspects that I’ve never seen before” (spoken by a: Regular Business traveller that flies often”
The promotion runs until the 3rd February 2012.
Virgin Atlantic launched ‘You’re airlines either got it or it hasn’t’ campaign in 2010 as with the aim of creating intrigue about what ‘it’ is and as a creative starter to talk about the key product benefits of flying Virgin Atlantic. The various creative executions depict the overarching experience of flying Virgin Atlantic, with key product benefits including limo transfers, an on board bar and one of the world’s biggest fully flat bed in business class. The global assets were created by Y&R UK, and the global media strategy led by OMD International.
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