The paper 'Virgin Atlantic Advertising Practises " is an outstanding example of a marketing case study. Virgin Atlantic is a well-known airline with a strong brand. This is because of the corporate image promoted by the Virgin Group which prides itself for its reputation for good service and innovation. Richard Branson, a well-known British entrepreneur founded Virgin Atlantic in 1984. It joined the Virgin group with a reputation for being front-runners in many in the industry. This included introducing the entertainment system on an airline, pioneers in the introduction of complementary limousine pick-ups for its customers and in-flight beauty treatments.
They were also the first to introduce the business economy cabin. This is one of the most well-known brands recognised and respected worldwide. For this reason, it makes a good choice for this report as the advertiser we shall be studying. This study will examine Virgin’ s advertising practises with a view to providing a comprehensive critique of their methods and coming up with recommendations on how they can best maximise their advertising dollars. We shall begin with an examination of the advertising agency used in Australia, and how they assess and pay this agency.
The ethical and regulatory issues that arise will be mentioned as well as what advertising theory is applicable in their case and how functional their advertising campaigns are. An examination of how realistic their objectives are will be done as related to buyer behaviour and their level of creativity will be assessed as well as their execution of the branding itself. We shall find out whether any testing is done and how their advertising success is measured.
All this will lead to the recommendations to be made as a result of the study. Virgin Advertising Practises In May of 2012, a joint effort by Virgin Australia, Virgin Atlantic and Virgin America collaborated to initiate the ‘ Virgin Skies’ joint entertainment, digital and out-of-home publicity promotion. This campaign was carried out by Eleven agency, based in San Francisco and was aimed at the Los Angeles market. The campaign has at its core a short film produced by the three airlines, Eleven as well as the entertainment arm of the Virgin Group known as Virgin Produced.
It was scripted and directed by Kat Coiro, who is a renowned writer and director, and featured such stars as Ben Feldman, Nicky Whelan, Luis Guzman, Max Brown, Janeane Garofalo and Philip Baker Hall. The movie was shot in the First Class and Main Cabin of Virgin America as well as the Upper Class and Economy cabin as well as the Onboard Bar at Virgin Atlantic and the International Business Cabin at Virgin Australia which features a Ladies-Only bathroom, sit-down bar, and exclusive Row Five. This movie will be screened exclusively at the Regal Cinemas at the L. A LIVE event scheduled for June.
According to Sir Richard Branson, Virgin Group founder, this event is built on the foundation of Virgin’ s reputation as having the best entertainment systems in the skies. The promotion will also include digital media advertising, and out of home advertising around L. A such as digital billboards, and a video billboard located on Sunset Boulevard (Newswire, 2012).