Virgin Atlantic
Hospitality and Leisure
Enabling brilliantly different experiences
Virgin Atlantic has long been a star in the travel market. But inconsistency had crept in over the years, and consumers and internal teams no longer understood what made the brand different or worth paying more for. Our challenge was to clarify what Virgin Atlantic stands for and appeal to key ‘must-win’ target groups, such as business travellers and the younger generation.
Services:
Business and insight audit, Competitor and trends analysis, Consumer segmentation, Brand Strategy Positioning, Brand Guardrails, Creative agency briefing
The Virgin difference
A new brand positioning and strategy were developed, outlining how the brand will deliver on business ambitions. This strategy identified what was lacking from many travel experiences: thought. Only Virgin Atlantic had the imagination, humanity and creativity to create those brilliantly different experiences that our targets wanted.
Set up for success
Full execution guidelines were created, which fed into the development of their new creative brief for the 2022 ‘See the world differently’ campaign.
