Professional Documents
Culture Documents
Cristelle Fornesi
FMSU9AJ - Advertising
Janieann McCracken
March 16, 15
Business Insights, 2015). Innovators value rewarding experiences they are also
established well enough in their lives to be able to afford most rewarding
experiences. Image is also very important to Innovators as an expression of
taste, independence, and personality (Strategic Business Insights, 2015). The
Idea follows the story of an Innovator as innovators seek challenges and are
motivated by determination. The Let it Fly campaign speaks to Innovators by
centering the message on the attributes and motivations Innovators value.
In order to cater to the Innovator demographic, Virgin Atlantic has devised their
advertising and marketing plan to speak to these people, telling them that Virgin
Atlantic shares the same mindset they do and will go above and beyond to make
their travel experience unique and memorable. Innovators detest anything dull
therefore they value Virgin Atlantics emphasis on giving travelers more than just
the standard flying experience. With bars on the planes, state-of-the-art
entertainment systems available for all their customers, meal services, first class
amenities that include a sleeping pod and reclining chairs with foot rests (Virgin
Atltantic, 2014), Virgin Atlantic is seen to be a posh and stylish airline for rich,
young, beautiful people. There is social value to the Virgin Atlantic brand,
meaning the value of a brand links the purchaser with other users of the brand
on a social level (Yeshin, 173). Ones ego may be boosted after aligning with
Virgin Atlantic and after watching The Idea audience members will feel inspired
to travel like rest of Virgin Atlantic customers.
support (Spurgeon, 4). Having a television and Internet ad allows people to see,
feel and hear all at once creating a dimensional brand experience. Building an
interactive website gives audiences a reason to look further into what Virgin
Atlantic has to offer, and establishing a strong social media position will allow for
the audience to stay in contact with the brand, following it and noticing
promotional material even when they are not looking for it.
The demographic for this audience, being innovative men and women who are
age in their 20s or older, either building their professional influence or have
already established it are known to be tech-savvy and up-to-date with current
trends and technology. Promoting the Let if Fly campaign on social media and
building an interactive website is a great way to capture the desired audiences
attention, and keep it. Social media allows for consistent interaction with the
brand, and will open doors to carry audience engagement over to the Let it Fly
website and attract more eyes to the ad The Idea. Virgin Atlantic can now build
off the mobile and web platforms and expand their creative marketing tactics,
maintaining their reach in the process. Social media websites are also easily
traceable. By monitoring how many unique visitors and what kind of people are
seeing their promotions as well as interacting with the content (leaving
comments, liking comments) Virgin Atlantic can gain better insights as to if they
are successfully reaching the target demographic or attracting different
demographics all useful information for future marketing campaigns.
them. Virgin Atlantic customers are out in the world making life happen for them.
Who wouldnt want to run with that group? The audience experiences an image
of someone they admire and are inspired by, prompting them to conclude that
aligning with the Virgin Atlantic will help them achieve that image. The Let it Fly
campaign is more about inspiration than profit. Virgin Atlantic positions
themselves as the maverick airline for maverick thinkers and the airline stands
out because of the way they strive to make transportation anything but tedious
and uncomfortable.