Direct Response Marketing

Up, Up and Away

1 Nov, 2007 By: Courtney Beth Pugatch Response

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Virgin America has taken flight, and the company anticipates a strong direct response strategy will help launch it as the new star in an established airline market.

"It is impossible to run a business without taking risks. Virgin would not be the company it is today if risks had not been taken," contends Sir Richard Branson, owner and iconic symbol of the Virgin Group. "And to be honest, I couldn't tell you which was the riskiest thing I've done, because most of the decisions we have to make are risky. The very idea of entrepreneurship not only conjures up thoughts about starting up businesses and building them, but also the more frightening prospect of taking risks and failing. It's the last part that puts so many people off taking a leap into the unknown and working for themselves."

Branson's latest risk, Virgin America Airlines, made airline history when two of its new Airbus A320s made their debut flights from Los Angeles International and New York JFK airports to San Francisco on Aug. 8. With Branson and Virgin America CEO Fred Reid in tow, both planes gave the inaugural travelers a red-carpet VIP treatment.

These flights signified the beginning of a revolution — building a new airline company from an existing brand and giving passengers what they want most: first-class perks for a main cabin price.

Designing a Friendlier Flight

Standing out from the competition in an established airline market has been quite a challenge for Virgin America to overcome. Nearly 100 years after the world was exposed to the first airline corporation, Virgin is pursuing its goal of taking air travel to the next level by launching a new airline to complement its already successful Virgin Atlantic Airways, headquartered in England.

Long gone are the days of bland and boring travel in the United States. Virgin America is seeking to make flying enjoyable again.

To help with marketing the new airline, former US Airways marketing guru Brian Clark was selected by Virgin America to become the company's vice president of sales and revenue — a position from which he currently oversees all sales and revenue planning for the airline. Clark says he's responsible for networking planning and schedule development, revenue management, sales and distribution.

In just a little more than five years, Clark says Virgin America has grown from a concept to a 600-person company with 12 planes from aircraft manufacturer Airbus. Virgin America has already implemented flight routes to San Francisco, Los Angeles, Las Vegas, New York and Washington, D.C. — with plans to eventually reach five more U.S. cities at the end of its first year in business. This "new kid on the block" plans on expanding to 30 cities within the next five years.

Purple hues are all the rage on Virgin America Airlines. Mood lighting is one attractive feature available on every flight, adding to the company's fun and trendy image.

With all this in mind, Virgin America proudly describes itself as a "next generation" carrier that brings attractive fares, new planes and innovative features that the company hopes will make its flights just a little more fun. If that isn't impressive enough, Virgin America is the first airline to be launched with a previously established brand — the Virgin Group.

Branson's Virgin Group is one of the most well known corporations in the world. Branson has said in the past that many people know the Virgin brand better than the names of the individuals companies within the group — branding is now everything to the business' success.

"The Virgin brand is known worldwide through various measures," Clark explains further. "Brand recognition for Virgin went through the roof in the 1990s. Rather than having to establish a brand, we're focusing on utilizing our brand recognition with new guests."

While Virgin America is a start-up, U.S.-based and controlled airline, Virgin America clarifies that it's still partly owned by Branson's Virgin Group, with Branson holding just less than 25 percent of the company. It is not related to or a part of Virgin Atlantic in any form.

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