Virgin america airline campign Experience the experience
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Experience the experience campaign of virgin America airline with C, company objectives, communication objectives, strategy and execution of the campaign and result of the campaign.Sir Richard Branson is the CEO of the airline
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Virgin America Marketing Plan
Virgin America aims to provide low-cost, high-quality air travel targeted at young, tech-savvy professionals ("the creative class"). It offers amenities like in-flight WiFi and entertainment systems on flights between major coastal cities. Virgin America prices its tickets competitively while also offering different classes to price discriminate. It distributes tickets mainly through its website but also partners with online travel agencies and occasionally discount sites. As an independent airline not in a major alliance, Virgin America faces challenges competing on costs and revenues.
Case Study- Sample 1
Virgin America was founded in 2004 by British entrepreneur Richard Branson with the goal of reinventing air travel by offering customers an unparalleled flight experience. The airline launched in 2007 and focuses on innovative amenities like inflight WiFi, touchscreen entertainment systems, and mood lighting. Through its emphasis on technology, design, and excellent customer service, Virgin America has won numerous industry awards. It utilizes an active social media strategy and loyalty program to engage customers and continues to pioneer new approaches to the airline industry.
Virgin America strategic analysis
Virgin America aimed to redefine elegance in air travel by targeting young, tech-savvy travelers with stylish services at discounted prices. It provided higher levels of comfort than other airlines through amenities like an in-flight entertainment system and mood lighting. Virgin America also focused on social media connectivity and loyalty programs. To promote its brand, the airline utilized various social media platforms, sales promotions, and multimedia advertising campaigns that highlighted its affordable yet luxurious customer experience.
Virgin America Marketing Plan
Virgin America is a low-cost airline that targets tech-savvy "creative class" business travelers between ages of 25-45. It began in 2007 flying between West Coast cities like Seattle, Portland, and San Francisco and expanded to 13 cities by 2012 focusing on business hubs. Virgin America offers in-flight entertainment and productivity features to appeal to this demographic. It promotes through social media and multimedia campaigns like "Breath of Fresh Airline" to reach customers online and in transit areas. The marketing plan concludes Virgin America delivers low prices with amenities by expanding routes while maintaining its reputation from the Virgin brand.
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American Airlines was founded in 1930 and has since grown to become the 3rd largest airline in the US. It underwent bankruptcy in 2011 due to financial losses from the 9/11 terrorist attacks and rising fuel costs, but merged with US Airways in 2013. The summary aims to convince millennials and Gen X business travelers that American Airlines offers a comfortable and productive travel experience through an energetic, hopeful advertising campaign that appeals to all senses and creates a positive brand association. The tone should empower flyers and convey that flying American is only the beginning of their ability to make a difference through their work.
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The document outlines details of a business strategy for an airline, including its group members, strategies to focus on corporate segments and long-distance flights while providing all classes at low fares. It also includes analyses of the airline industry using Porter's 5 Forces and PEST frameworks, a SWOT analysis of the company, and recommendations to aggressively expand in Asia and South America while increasing its aircraft fleet and forming strategic alliances.
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Virgin America Marketing Plan
Virgin America aims to provide low-cost, high-quality air travel targeted at young, tech-savvy professionals ("the creative class"). It offers amenities like in-flight WiFi and entertainment systems on flights between major coastal cities. Virgin America prices its tickets competitively while also offering different classes to price discriminate. It distributes tickets mainly through its website but also partners with online travel agencies and occasionally discount sites. As an independent airline not in a major alliance, Virgin America faces challenges competing on costs and revenues.
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Virgin America was founded in 2004 by British entrepreneur Richard Branson with the goal of reinventing air travel by offering customers an unparalleled flight experience. The airline launched in 2007 and focuses on innovative amenities like inflight WiFi, touchscreen entertainment systems, and mood lighting. Through its emphasis on technology, design, and excellent customer service, Virgin America has won numerous industry awards. It utilizes an active social media strategy and loyalty program to engage customers and continues to pioneer new approaches to the airline industry.
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Virgin America aimed to redefine elegance in air travel by targeting young, tech-savvy travelers with stylish services at discounted prices. It provided higher levels of comfort than other airlines through amenities like an in-flight entertainment system and mood lighting. Virgin America also focused on social media connectivity and loyalty programs. To promote its brand, the airline utilized various social media platforms, sales promotions, and multimedia advertising campaigns that highlighted its affordable yet luxurious customer experience.
Virgin America Marketing Plan
Virgin America is a low-cost airline that targets tech-savvy "creative class" business travelers between ages of 25-45. It began in 2007 flying between West Coast cities like Seattle, Portland, and San Francisco and expanded to 13 cities by 2012 focusing on business hubs. Virgin America offers in-flight entertainment and productivity features to appeal to this demographic. It promotes through social media and multimedia campaigns like "Breath of Fresh Airline" to reach customers online and in transit areas. The marketing plan concludes Virgin America delivers low prices with amenities by expanding routes while maintaining its reputation from the Virgin brand.
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American Airlines was founded in 1930 and has since grown to become the 3rd largest airline in the US. It underwent bankruptcy in 2011 due to financial losses from the 9/11 terrorist attacks and rising fuel costs, but merged with US Airways in 2013. The summary aims to convince millennials and Gen X business travelers that American Airlines offers a comfortable and productive travel experience through an energetic, hopeful advertising campaign that appeals to all senses and creates a positive brand association. The tone should empower flyers and convey that flying American is only the beginning of their ability to make a difference through their work.
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Jingle available at http://www.youtube.com/watch?v=ueUVMGNRW2M&feature=youtu.be
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Finaltrendspaper
- Travel fees continue to rise across industries like airlines, hotels, rental cars and cruises as companies try to maximize profits. Fees are charged for things like baggage, seat selection, WiFi and amenities that were previously included.
- Some airlines like Ryanair are considering more extreme options like charging for airplane bathrooms and vertical seating to fit more passengers on flights. However, others like Virgin America are not as focused on fees and extra charges.
- As the trend toward more travel fees progresses, companies must adapt their marketing strategies to address the à la carte nature of travel costs and packages. Hotels especially are profiting greatly from service fees but must market different room rates accordingly.
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Sahelian Air Group General Idea
1) Sahelian Air aims to become the leading air transport company in West and Central Africa within 5 years by offering affordable air travel options and facilitating regional economic integration.
2) It plans to establish a network of local airlines in multiple countries, coordinated by a parent company, to offer domestic, regional, and international flights throughout the region.
3) Sahelian Air has partnerships with major international companies in the aviation industry to support its fleet, maintenance, training, technology, and financing needs as it works to establish itself as a safe and reliable carrier.
Social media planning, content and communication
This document provides an overview of social media planning, content, and communication. It discusses developing a social media strategy and framework, including determining audiences and creating an editorial calendar. It also covers risks and policies for social media use, such as starting small, setting commenting policies, and monitoring comments. Resources for further information on social media planning and certificates are also referenced.
HOW TO: Launch a social media campaign
The document provides steps for launching a successful social media campaign:
1) Define social media and monitor key platforms and influencers to understand audiences.
2) Build brand awareness on social media by increasing followers, interactions and positive perceptions.
3) Set up brand pages and determine content strategy and response protocols.
4) Engage audiences on social media with a content calendar and respond to comments and messages.
5) Promote social media pages across marketing channels and evaluate and refine the strategy over time.
Jet Blue Advertising Campaign
I recently graduated from Penn State University with a degree in Advertising and a minor in Business. I worked with four students during the Fall semester of my senior year in completing an Advertising campaign for JetBlue Airlines.
Travel&Tourism Marketplace
The document discusses the vision for a future travel and tourism marketplace. It will provide a centralized place for travelers to plan trips, book reservations and services, share travel content and experiences, and access travel tools and apps. The marketplace aims to bring together buyers and sellers of travel products and services in one location to simplify the travel planning and booking process for consumers while also offering monetization opportunities for various travel industry stakeholders. It seeks to collect travel-related data and leverage synergies between different travel sectors to create additional value for users and businesses.
SwissairGroup Cross-Sell
This deck from 2001 outlines opportunities to improve customer experience and cross-sell capabilities within the SwissairGroup by selling Swissotel Hotels stay with a Swissair flight.
This was done with a team at the Rotterdam School of Management
Ogilvy Verge Expedia 13 9 7
This document discusses using customer interaction as a competitive strategy in the travel industry. It notes that travel companies like Expedia must compete with airlines, hotels, tour operators and other online travel agencies. The document advocates focusing a competitive strategy on networking with suppliers and customers to build loyalty through positive experiences at each stage of travel planning and booking.
Quasar Snapshot
Expert in planning and executing comprehensive marketing strategies in support of business goals and objectives for well known brands in India with sound knowledge of Marketing, Communication & Technology.
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PR campaign -The Extension of Heathrow Airport- Yes
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IMC 641 - Spirit Airlines Social Media Plan
This plan highlights a Social Media Marketing Strategy for Spirit Airlines and was developed as a part of West Virginia University's Integrated Marketing Communications Master's Program.
final SWA PAPER
Southwest Airlines has experienced significant success since its founding in 1971 through employing unique low-cost strategies. While facing initial doubts about viability, Southwest is now a major public company trading on the NYSE. Southwest prioritizes maintaining low costs through operating a simplified fleet and service while focusing on high customer service and employee satisfaction. These strategies have allowed Southwest to withstand challenges like 9/11 and economic recessions better than competitors. Southwest also differentiates itself through a rewards program and baggage policies to maintain its competitive edge.
SWOT Analysis & Marketing Mix Of Emirates Airline
SWOT Analysis & Marketing Mix Of Emirates Airline..
Presented & Created By Zaheer UD Din Baber ..
Student of B(H) In Computer Sciences At University Of Management & Technology Lahore..Pakistan
Akshay samant
The document discusses services in the airline industry. It provides details about major Indian airlines such as Jet Airways and Kingfisher Airlines. It summarizes that air travel remains a large and growing industry that facilitates economic growth. It also discusses various aspects of service marketing used in the airline industry such as product mix, price mix, promotion mix, and physical evidence.
JetBlue Media Plan
For my Media Planning class, my team created a Media Plan for JetBlue. Our team's agency, Momentum Marketing, wanted to build top-of-the-mind awareness and to differentiate the JetBlue brand. Our big idea was to leverage JetBlue's cheap flights, deluxe legroom and in-flight entertainment to assure consumers that they can spend more money on their vacations and not their flights getting there.
Momentum Marketing Jet Blue Media Plan
This document provides a media plan for JetBlue airline. It includes a situational analysis of JetBlue's brand, target audiences, and competitors. The primary target audience is female business travelers aged 25-34, and the secondary target is retired travelers aged 55-64. The big idea is that JetBlue offers high quality flights at low prices so travelers can spend more on their actual vacations. The majority of the $9 million budget will be spent on digital media to reach these audiences. The campaign will run from January to March to promote spring and summer vacations.
Case Study Topic Handling a Public RelationsPublicity CrisisA.docx
Case Study Topic: Handling a Public Relations/Publicity Crisis
As mentioned in class, Marketing/PR Departments at companies of all sizes are faced with publicity crisis on a regular basis. Many appear in case studies like those we covered in class. Cyber attacks, product recalls, product malfunctions, etc. How companies respond to adversity is critical to their success in overcoming the crisis as well as to their long term image to their public (customers, employees, stockholders, community, etc.).
For this final case study, students are to select a company that has been in the news recently for dealing with a publicity crisis related to their company/organization. Some examples include: Cyber security issues at companies like Chili’s, Yahoo, Target, Michaels, EBay, Spotify, PF Changs, etc., videotaped footage of United Airlines security dragging a passenger off of one of their planes,Tesla’s self-driving car that was involved in a fatal crash or a basketball game brawl at a recent NCAA game.
Some questions/comments you may want to consider are:
· Describe the publicity issue that the company you selected had to go through. How did they address the issue? In your opinion, what did they do right? What did they do wrong?
· What ramifications happened as a result of the negative publicity?
· How much damage (financial, employees, customers) did this PR issue cause?
· What was the SWOT for the company before the PR issue?
· What was the SWOT of the company after the PR issue?
· Should customers be weary of shopping/doing business with this company post PR issue?
· What do you recommend the company do now (post PR issue) from a public relations standpoint?
Approach this case study in the same way as the case studies you have done in class. While there is no universal way to write a case study, make sure you cover the basics of a case study including:
1. Brief background/Situational Analysis of the company
2. Problem Statement/Key Issues
3. Competitive Situation/SWOT
4. Alternatives/Options
5. Recommendations
A couple of paragraphs on each topic should suffice with the major emphasis placed on what you’d recommend they do from a marketing perspective.
UNITED AIRLINES BAD WEEK COST BUFFETT AND OTHER INVESTORS MILLIONS
Background
Although each airline is structured differently, and it is difficult to assess and quantify the performance of an entire airline, Delta Airlines, and the United airlines have stayed in a steadfast competition for the last 5 years. In the year 2014, United airlines was seen lacking behind Delta airlines and was struggling to keep up with the pace, however, in the last 3 years, airlines have become a strong competitor for Delta airlines where the competition can be seen side to side. The United Airlines is the world's third-largest airline and has gained significant value in the last years, where Warren Buffett is considered the largest investor for the airlines. One of the most crucial and critical part of m.
Case Study Topic Handling a Public RelationsPublicity CrisisA.docx
Case Study Topic: Handling a Public Relations/Publicity Crisis
As mentioned in class, Marketing/PR Departments at companies of all sizes are faced with publicity crisis on a regular basis. Many appear in case studies like those we covered in class. Cyber attacks, product recalls, product malfunctions, etc. How companies respond to adversity is critical to their success in overcoming the crisis as well as to their long term image to their public (customers, employees, stockholders, community, etc.).
For this final case study, students are to select a company that has been in the news recently for dealing with a publicity crisis related to their company/organization. Some examples include: Cyber security issues at companies like Chili’s, Yahoo, Target, Michaels, EBay, Spotify, PF Changs, etc., videotaped footage of United Airlines security dragging a passenger off of one of their planes,Tesla’s self-driving car that was involved in a fatal crash or a basketball game brawl at a recent NCAA game.
Some questions/comments you may want to consider are:
· Describe the publicity issue that the company you selected had to go through. How did they address the issue? In your opinion, what did they do right? What did they do wrong?
· What ramifications happened as a result of the negative publicity?
· How much damage (financial, employees, customers) did this PR issue cause?
· What was the SWOT for the company before the PR issue?
· What was the SWOT of the company after the PR issue?
· Should customers be weary of shopping/doing business with this company post PR issue?
· What do you recommend the company do now (post PR issue) from a public relations standpoint?
Approach this case study in the same way as the case studies you have done in class. While there is no universal way to write a case study, make sure you cover the basics of a case study including:
1. Brief background/Situational Analysis of the company
2. Problem Statement/Key Issues
3. Competitive Situation/SWOT
4. Alternatives/Options
5. Recommendations
A couple of paragraphs on each topic should suffice with the major emphasis placed on what you’d recommend they do from a marketing perspective.
UNITED AIRLINES BAD WEEK COST BUFFETT AND OTHER INVESTORS MILLIONS
Background
Although each airline is structured differently, and it is difficult to assess and quantify the performance of an entire airline, Delta Airlines, and the United airlines have stayed in a steadfast competition for the last 5 years. In the year 2014, United airlines was seen lacking behind Delta airlines and was struggling to keep up with the pace, however, in the last 3 years, airlines have become a strong competitor for Delta airlines where the competition can be seen side to side. The United Airlines is the world's third-largest airline and has gained significant value in the last years, where Warren Buffett is considered the largest investor for the airlines. One of the most crucial and critical part of m.
Best Airline on Social Media - SimpliFlying Awards 2014
Who should win Best Airline on Social Media at this year's SimpliFlying Awards 2014? Vote at: http://poll.fm/4vjy3
Singapore Airlines
This document provides an overview of brand management strategies for Singapore Airlines. It discusses Singapore Airlines' vision and mission, the macroenvironmental factors it faces, its segmentation, targeting, positioning, marketing mix (4Ps), and branding journey. Key aspects of its brand strategy include a focus on premium service, innovation, and positioning through the iconic "Singapore Girl" symbol. The airline maintains a young fleet of fuel efficient aircraft and strives to be a leader in passenger experience through amenities and technologies.
Airline Food Quality Improvements At The Food Industry
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Angel Investor Mock PresentationINTRODUCTIONPriceline is a te.docx
Angel Investor Mock Presentation
INTRODUCTION
Priceline is a team of experts with more than 500 workers; passionate and self driven individuals whose desire is to make travel for its customers easier.
Priceline.com History
The Priceline Group, founded in 1997 by Jay S. Walker, is the world’s leading provider of online travel and related services provided to consumers, and local partners in 224 countries and territories through six primary brands. Collectively, The Priceline Group operates in 224 countries and territories in Europe, North America, South America, the Asia-Pacific region, the Middle East and Africa; providing services in over 42 languages (Priceline Group, n.d.).
BODY
I. Position Statement
To be the leading online travel business for value conscious, leisure travelers in North America and to help people experience the world.
II. Problem Statement
The airlines’ rules do not permit fantasy bidding (a second offer) since that would allow unacceptable probing of prices. This has led to a decline in customers’ satisfaction that is threatening the core of the airline industry. Priceline can partner with sellers to unload surplus and help improve customers’ satisfaction.
III. Elevator Speech
We see an opportunity for Priceline.com to enhance their sales, customer base, and overall customer satisfaction in the airline ticketing segment of the business. We see opportunity in this area as the airlines rules do not permit fantasy bidding (a second offer) since that would allow unacceptable probing of prices. Creating a strategic alliance with airlines will allow Priceline.com the opportunity to enhance customer satisfaction by allowing the customer to bid on surplus airline tickets. This will allow Priceline.com to provide their customers the name your own price option, just like their hotel, car rental, cruises and other package deal offerings. With the creation of this new model, the overall enhanced customer experience will lead to greater sales and profits for Priceline.com and the partnering airline companies.
IV. Description of product and business
Increased operational scales imply a better position for the company to negotiate better terms. Over the last 15 years, the company has ranked as the best internet travel agency across the globe (Monica, 2016). The main focus of the company is to have an established network in the Asian and African countries. Asia is gaining prominence in global aviation and is expected to become the world's leading travel market. Total air traffic for the region is forecast to grow at an average of 6.2 percent, and by 2035, passenger traffic throughout Asia will constitute 48.7 percent of global passenger traffic. Driven by the region's strong economic development, highly effective industry structure, and increasing accessibility of air transport services, more than 100 million new passengers are projected to enter the market annually. Air traffic to, from, and within Africa is expected to grow .
Virgin Atlantic
This document proposes demand generation campaigns and media recommendations for Virgin Atlantic for 2017 by Sharaf Travels, their General Sales Agent in the UAE and Oman. It analyzes Virgin Atlantic's business model, customers, products, and competition. Two campaign ideas are presented: an incentive program called "Fun to Earn" for travel agency staff and a "Fly Fresh" campaign positioning the airline as a refreshing experience through interactive advertising. The agency seeks to partner with Sharaf Travels to execute a two-pronged B2B and B2C marketing strategy using various online, print, outdoor, and event-based media.
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Case Study Topic Handling a Public RelationsPublicity CrisisA.docx
Case Study Topic Handling a Public RelationsPublicity CrisisA.docx
Case Study Topic Handling a Public RelationsPublicity CrisisA.docx
Case Study Topic Handling a Public RelationsPublicity CrisisA.docx
Best Airline on Social Media - SimpliFlying Awards 2014
Best Airline on Social Media - SimpliFlying Awards 2014
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Airline Food Quality Improvements At The Food Industry
Angel Investor Mock PresentationINTRODUCTIONPriceline is a te.docx
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- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assetsDigital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.Recently uploaded (20)
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Virgin america airline campign Experience the experience
- 1. Experience the “Experience” Campaign by Virgin America Airlines Swaraj Mishra
- 2. Company and introduction Virgin America is a California-based airline. Parent : Virgin Group. CEO: Sir Richard Branson. launched in August 2007, Virgin America has captured a host of travel industry best-in-class awards. “Best Domestic Airline” & "Best Business/First Class“. “Best Domestic Airline” in Travel + Leisure’s World’s Best Awards for six consecutive years. in April 2014, the number one ranking for the second year in a row in the annual Airline Quality Rating.
- 3. Situation Analysis Its operating loss to $4 million for the second quarter. Financial report of quarter 2 in September. operating revenue for the second quarter grew by 29 % to $347 million on a capacity increase of 32%.
- 4. Some of the social media campaign Being Social is in our “DNA”. Abby Lundarini (Director of Virgin airline) Partnered with Klout to give Free flight to best Twit. They promoted their facebook page and twitter more faster then other Airlines in USA. They Promote in twitter with hash tag #FlyMoreGiveBack between 2010 to 2011.
- 5. Reinvent the flying experience Use of “originals” Use of technology “Top class” brand positioning Impress who has never flown Campaign Objectives
- 6. Newsworthy campaign Direct marketing online display ads, banners Faster marketing through mobile & mail PR: Use of celebrity Promotion : coupon and rebates Instagram, twitter #myVXExperience Live streaming Communication objectives
- 7. Strategy & Execution Advertis ement • “Out Of House” advertising. • Wrapping of a San Francisco public transit tunnel. start • Creating hype,CEO served food and drinks aboard. • CEO posed & live streaming at Times Square NY. promotion • For 1st 1000 photos on twitter and Instagram 30%off on future flights, Frequent flyers help.
- 8. Attraction of the campaign 1st ,on demand food and drinks services Screen chat to interact with other person 12 stage in cabin mood lighting Extra wide reclining seats Attractions
- 9. -5 0 5 10 15 20 quarter 2 quarter 3 quarter 4 quarter 1(2013) operating profit operating profit Result of the Campaign Operating revenue for the third quarter grew to $368 million.
- 10. Thank you