Virgin Atlantic Essay

With regard to the place, the Virgin Atlantic has the bases in Gatwick, Heathrow and Manchester Airports. The company distributes its products online, through its owned website and those of tour operators and travel agents. Tickets can be also booked via phone. The Virgin Atlantic sells tickets across the following regions: U.S.A., Middle East, Caribbean and Canada. There are different types of promotions they use: posters, websites, social media, youtube, TV adverts, newspapers, travel agents and direct mail. For instance, in 2011 the company had launched its first TV campaign since 2006. To reach a larger audience, the company introduced a social media campaign through Facebook. In addition, they launched a non-traditional promotional approach; conversational marketing. Facebook and Twitter followers were offered awards in exchange for participation in discussion and engagement. To entertain customers, the Virgin Atlantic created an imagined stewardess, ‘Linda’, who blogged about their world travels. Those who guessed Linda’s destination could win a flight ticket. This strategic move allowed the company to expand its base for followers and enhance its image as an entertaining company. They advertise in a catchy way. For instance, they had an advertisement near the London Eye, which
These two advertising channels will allow the company to address the professional audience, as well as young people looking where to spend their vacations. Social media is an important channel in reaching the target audience. It is argued that social media enables to build customized relationships with potential customer (Naidoo, 2011). In addition, advertising through social media engages consumers, enhances brand reputation and image as well as building positive brand