25 years, still red hot - Virgin Atlantic. Great comms campaigns I wish I'd done seminar, 18 June 2014

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Gail Scott-Spicer, director of marketing and communications, The Scout Association

Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk

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25 years, still red hot - Virgin Atlantic. Great comms campaigns I wish I'd done seminar, 18 June 2014

  1. 1. I wish I had done that.... Gail Scott-Spicer Director of Marketing and Communications The Scout Association
  2. 2. What makes this campaign so great? Audience focus – rooted in 1984
  3. 3. What makes this campaign so great? Breadth of appeal within target
  4. 4. Humour Reaction Point Of Difference “...I need to change my ticket... What makes this campaign so great?
  5. 5. Anniversary Edgy Upbeat What makes this campaign so great?
  6. 6. Lessons for communicators Target the demographic Test tone of voice changes Anchor anniversaries as moments in time Creative techniques: reactions Hold on to what moves you
  7. 7. Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.  www.charitycomms.org.uk #commscampaigns

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