Virgin Lunar aims to lead human exploration by offering unique lunar expeditions to wealthy clients, with the first flight scheduled for 2018. The marketing strategy focuses on raising product awareness and brand recognition through various promotional tactics, including public relations and digital marketing, targeting primarily ultra-high-net-worth individuals. The service's exclusivity and high price tag of $100 million per passenger highlight the company's commitment to providing an unparalleled experience in commercial space travel.

1. INTEGRATED MARKETING COMMUNICATIONS PLAN MARCH 27 2013 MKTG3322 PROMOTIONAL STRATEGIES
Kyle Buyers Michael Downie Cassandra Jopko Jennie Reckon Illene Yu
L E A D I N G H U M A N I T Y F O R W A R D
LUNAR EXPEDITION

2. Virgin Lunar is a bold company out to achieve something
great: leading humanity forward by bringing the moon within
reach. By using advanced spacecraft and technologies, Virgin
will offer the elite the most unique travel experience today
and pave the way for future explorers tomorrow. Currently
there are very few competitors offering low-Earth orbit flights
commercially and none are going as far as Virgin Lunar.
The company will be working closely with Virgin Galactic to
maximize efficiency and efforts, and with Sir Richard Branson’s
and Virgin’s backing, will have the capital it needs to push
forward. With over 1,400 billionaires worldwide and at least
half born during the space era, there are plenty of people
who can afford to launch with Virgin. Its main objective will be
to create product awareness and attract customers with the
secondary goal of increasing overall brand awareness. With
its first flight aimed for 2018, Virgin Lunar will be rolling out
an extensive and lengthy marketing campaign utilizing many
different promotional strategies including public relations,
a website, social media, personal selling, strategic alliances,
print materials, direct mail, event marketing, print advertising,
and television. There will be ethical concerns with such a trip
and Virgin’s legal team will be working closely with experts
in the field to ameliorate any concerns and harms. While
the cost of such a journey may be high for company and
consumer alike, it is a feasible endeavor that will put humanity
and the adventurous where they belong: back to the frontier.
EXECUTIVE SUMMARY

3. COMPANY DESCRIPTION 2
STRATEGIC FOCUS & PLAN 2
Mission/Vision 2
Goals 2
SITUATION ANALYSIS 2
Internal Analysis 3
External Analysis 3
SWOT 4
COMMUNICATION OBJECTIVES 4
TARGET AUDIENCE AND SEGMENTS 5
PROGRAM CREATIVE/TACTICS 6
Product Strategy 6
Price Strategy 6
Place Strategy 7
Promotion Strategy 7
INTEGRATION OF TACTICS 10
FINANCIAL DATA & PROJECTIONS 13
EXECUTION 13
EVALUATION 14
ETHICS AND STANDARDS 16
REFERENCES 17
APPENDIX 18
TABLE OF CONTENTS

4. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 2
STRATEGIC FOCUS AND PLAN
The birth of Virgin Lunar began on July 20, 1969, when a 19 year old Richard Branson watched the moon landings
on TV with his parents and sisters and determined that he would one day step foot on the Moon.
Virgin Lunar is a company within Richard Branson’s Virgin Group which plans to provide lunar orbital and surface
expeditions to space tourists. Further, in the future Virgin Lunar hopes to transform human lunar exploration by
making these missions participatory expeditions that involve the general public and create exciting new ways
to monetize human space exploration. Virgin Lunar’s spacecraft are launched from a large aeroplane, giving the
spacecraft more initial speed and altitude than if it were launched from the ground.
Virgin Group Ltd. is a British multinational branded venture capital conglomerate company. Its core business areas
are travel, entertainment and lifestyle and it consists of more than 400 companies worldwide. The Virgin Group’s
date of incorporation is listed as 1989 by Companies House, and is classified as a holding company. The net worth
of Virgin Group as of September 2013 was $4.6 billion dollars.(1)
MISSION / VISION
Leading humanity forward. Virgin Lunar is the only lunar expedition provider for the citizens of earth. Virgin Lunar
creates the most unique travel experience for elite adventurers, allowing them to step beyond the bounds of earth
and towards the next frontier, the moon.
GOALS
» The safe launch and return of 50 passengers in our first 13 years of business.
» To have 20 individuals preregistered for a lunar expedition by January 1, 2018.
» To launch our first expedition with a full ship of 4 passengers by July 1, 2018.
» To increase Virgin’s brand awareness in terms of being a leader as a worldwide brand.
SITUATION ANALYSIS
The space industry is a $120 billion business(2)
that is currently dominated by satellite, launch, and crew & transport
sectors. Space flight as a commercial passenger flight is a small but emerging sector. Currently, there are only under half a
dozen companies that are in development to provide sub-orbital commercial passenger space flight to the public.
COMPANY DESCRIPTION

5. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 3
INTERNAL ANALYSIS
Virgin Group Ltd. is a pioneer as the first company to offer sub-orbital and orbital space flights to space tourists. Virgin
takes the leap one step further with a new offering: commercial passenger tourism to the moon. Virgin Lunar offers a
unique, exclusive and once-in-a-lifetime experience that only a limited few will be able to access. As a company, Virgin
and its founder Richard Branson are viewed as an innovative thought leader which is continually reinforced through
Virgin’s ground breaking offerings as a company.
Virgin’s previous marketing strategy in promoting Virgin Galactic has been minimal within traditional channels. A print
campaign was developed for magazines such as Wired, CMYK Magazine — publications that were viewed to be design
and technology forward. Their efforts are more focused towards event sponsorship, press releases and coverage that has
led to positive word-of-mouth and public relations. This strategy supports the exclusivity and elite nature of space flight.
A similar strategy will be utilized for Virgin Lunar to continue to establish not just Virgin as a brand, but the service of
commercial lunar travel as truly extraordinary and unparalleled.
EXTERNAL ANALYSIS
CONSUMER ANALYSIS
It is estimated that there are over 1,400 billionaires with a record net worth of $5.4 trillion(3)
with more than half born in the
baby boomer era. This generation has a special emotional connection with the concept of moon travel because of the
celebrated and televised lunar landing of Apollo 11 in 1969. The concept of moon tourism will be highly desired by this set
as it appeals to their nostalgic side. Lunar travel is certainly attractive to other demographic groups as well, in particular,
people that consider themselves part of the innovator and early adopter set.
Booking a seat on a Virgin Lunar flight is a high involvement purchase but will not involve the typical decision making
process a high value purchase usually takes. Due to Virgin’s unique product, purchase intention, brand loyalty or
integration processes are not factors since the service is so unique and the first of its kind. Instead, the steps are
shortened from the potential passenger’s need recognition that is motivated by the desire for esteem and self-
actualization, followed by a search for further information regarding the safety and viability of space flight and likely
straight through to a purchase decision.
COMPETITIVE ANALYSIS
ROCKETSHIP TOURS, founded in 2008, is in development to offer space tourism packages to the public. Rocketship
Tours is in a partnership with XCOR Aerospace the creator of the Lynx Aircraft, design to carry one pilot and one
passenger. Their space tours are priced at $95,000, with a $20,000 deposit, that includes screening, training and a trip into
suborbital space.
SPACE DEV is a subsidiary of Sierra Nevada Corporation Space Systems and has been developing spacecraft systems,
propulsion systems and other space technologies since 2009. Their latest ventures involve development of the Dream
Chaser. A four-passenger sub-orbital and a six passenger orbital vehicle with funding from NASA.
GOLDEN SPIKE was founded in 2010 by Alan Stern and Gerry Griffin, both former NASA administrators. They are
currently working towards building lunar landers and space suits for commercial space flights. Golden Spike has created a
campaign to contribute to their fund raising through crowd-sourced funding.

6. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 4
STRENGTHS
Quality of experience: A unique and special travel
opportunity
Expertise in field: Experienced, well-trained crew for
training and flights
Technological skills: Latest technology in space
engineering and safety
Market Leader: Virgin is the only known commercial
space flight to the moon
Funded: Virgin has the ability to fund their expeditions to
completion
Marketing and Promotion: Virgin has marketing savvy
and the experience to market moon tourism
Connected to the right target markets: Virgin and
its founder, Richard Branson, have the influence and
connections to reach billionaires
WEAKNESSES
Unpredictability: As the first-ever tourist expedition to
the moon, there are many factors that no amount of
preparation can account for
High cost of flights
Limited capacity of passengers
Limited flights available
OPPORTUNITIES
Technological advances can result in:
» Expanding expeditions further (other planets, etc.) and
for a longer duration
» Making expeditions more frequent and available to
more people as flights become increasingly affordable
THREATS
Competition:
» Sub-orbital and orbital space flights:
SpaceDev Dream Chaser in development for a four
and six passenger commercial flight
Rocketship Tours
» Lunar flights:
Golden Spike is currently working towards raising funds
towards a lunar expedition
» Other:
Companies like SpaceX who already have equipment
and crew transport could enter the tourism sector of
space flight.
Environmental effects on earth and the atmosphere may
create negative social and political pressure
Potential world-wide economic fluctuations can affect
funding of future flights
SWOT
COMMUNICATION OBjECTIVES
Virgin Lunar is leading humanity forward. As the only lunar expedition company in existence, Virgin utilizes advanced
technology and forward thinking to offer the most unique travel opportunity today and pave the way for future explorers
tomorrow. A travel experience unlike any other, Virgin enables people to transcend Earth towards the next frontier.
Because Virgin Lunar is a new service that does not yet exist on the market, the object of its messaging is to arouse
awareness, educate the elite about the adventure and company mission, and generate buzz within the general populace.
Currently, no customers exist, so the goal will be to create an initial investment from the target market that leads to the
first (and most likely only) purchase of a Virgin Lunar expedition.

7. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 5
TARGET AUDIENCE AND SEGMENTS
PRIMARY TARGET AUDIENCE
Our target audience is comprised of men, aged 40 to 70 years old who are extremely wealthy. They tend to live in large
cities all over the world and often have created their own companies or run large corporations. They are highly motivated,
successful people who wish to continue building their legacy. The majority are university educated and are very driven
and ambitious individuals who tend to be slightly aggressive, type-A personalities. They care about status and often want
unique and exclusive offers and experiences. Family-wise, they are likely married or divorced with children that are now
adults or are in university. They are no strangers to air travel, as they fly around the world often for work or pleasure, most
likely in their own private planes.
Women are not excluded as a target audience, however, they are a small percentage of the group, so the focus of Virgin’s
marketing efforts are on the males. Research will primarily be database analysis driven to find Virgin’s potential customers.
Since Virgin Lunar is such an exclusive product, it is easy to immediately eliminate a huge number of the population based
on lack of means to purchase space flight and focus solely on the high earning demographic (or will likely be able to
purchase a flight on the First Launch in 2018).
SECONDARY TARGET AUDIENCE
The secondary target audience is a much larger group. This audience will not be the intended targets for sales of
lunar flights. Rather, this market will serve as an audience for creating brand awareness and relationship building with
Virgin. The secondary market comprises of men and women aged 18 to 65 who are high school to University educated
and who live in urban cities. This group enjoys exclusive and unique events and experiences. They take pride in
their careers and participate in recreational and social activities in their spare time. These are creative and ambitious
personalities who have a sense of adventure. Not only are they early adopters, but they have also purchased Virgin
products in the past.
TARGET AUDIENCE, BASED ON THE COMMUNICATIONS EFFECT PYRAMID
Since Virgin Lunar is a new product and category, the largest part of the campaign will be to build awareness.
The target market needs to know that flights to the moon are now a reality. Once there is awareness, the
target market will seek more comprehension and knowledge of the product, likely through the website and
advertisements. According to the Communication Effects pyramid, after understand of the product or service,
40% who like it will likely translate into 25% of people choosing Virgin as their preferred brand over the
competition. Leaving 20% who will try it and finally, 5% who will repurchase or become regular customers. Since
Virgin’s product is such an elite, exclusive and expensive experience, the percentages expected will be slightly
different from the traditional model. Virgin expects trial level to be at 5 to 10 % and repeat potential at 1%.

8. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 6
PRICE STRATEGY
The pricing for the Virgin Moon Mission is a firm $100 million. This was established, not only to offset the costs of
the development, but the actual space travel costs and training. We are appealing to a very select market of people
(billionaires) who are able to afford this
incredible, once in a lifetime experience.
Having the finances to go on this journey
indicates prestige and the limited amount
of seats and trips will be for only a select
few in a very elite group of people.
While this pricing strategy may not include
the “regular” Virgin audience, the brand
awareness that is driven by the sheer fact
that these trips are occurring will drive
more traffic to the brand overall. This will
have an increase in both domestic and
international Virgin flights, as well as ripple
effects towards Virgin’s other companies.
PROGRAM CREATIVE: STRATEGY AND TACTICS
PRODUCT STRATEGY
EXPERIENCE
TRAINING
Two pilots and 4 passengers per journey
Custom space suit
One ship launched per year (this will be expanded
dependent upon demand and logistics)
Cost per passenger is $100 million
Flight is 8 days with one full day spent on the moon
Each passenger will have two space walks which will last
approximately two hours each
A photograph will be taken of passenger standing in
front of their home country as it spins past the Earth
Journey captured by a videographer
Lifetime membership to the astronaut’s club “The only
members of mankind to walk on the moon.”
A meet and greet with meet Buzz Aldrin
In-flight movie: Moonraker
Custom souvenirs: space ring, made out of moon rock
and mounted moon rock in a jar
Three phases of training:
1. Orientation
2. Fitness training / Safety training
3. Simulation / medical examination and approval
Training will span over 15 weeks of training and include
parabolic flight training, underwater training, centrifuge
training and flight simulator modules.

9. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 7
PLACE STRATEGY
Virgin Lunar’s exclusive experiences can be purchased online at our website www.virginlunar.com. After the purchaser
enters their information, one of our accredited Space Agents will get back to them within 24 hours to confirm their
booking. Individuals can also make a booking through our international network of Accredited Space Agents located
in offices around the globe. They have been specially selected and trained by us to handle all aspects of our client’s
reservation needs.
The Space Agents are composed of travel agencies who specialize in elite travel adventures and have a unique and
distinguished client base. Our space agents will also contact their select clients on our behalf to invite them to join our
exclusive Virgin Lunar moon missions and send them collateral materials. Virgin Lunar’s Accredited Space Agents offices
are located in North America, Central America, South America, Europe, Asia, Africa and the Middle East and Oceania.
In addition, if a potential client is not ready to make a reservation but would like to receive an update from Virgin Lunar
they can provide their contact details to receive our Virgin Lunar newsletter, as well as customized updates from Virgin’s
Space Agents.
PROMOTION STRATEGY
BRAND POSITIONING
Virgin is positioned within the market as the producer of quality products that are less expensive than their competitors
and providing for better service. Virgin’s brand image speaks to the child at heart and gives the customer what they need
plus a little extra tender loving care. No matter the price range, Virgin speaks to those with an adventurous spirit. Virgin
Lunar’s position speaks to the ultimate adventurer, one who seeks out elite experiences and makes their dreams a reality.
They rise to new heights. They are champions of industry, world leaders, those who cut the path that the rest of the world
walks down. Leading humanity forward.
The promotion strategy for Virgin Lunar will include a two pronged approach. The first approach will address the needs of
our primary target market (billionaires) for moon expedition sales and the second approach will be composed of a media
campaign directed at our secondary target market, composed of members of the general public who have the ability to
purchase Virgin products from our category lines. Both campaigns strongly rely upon imagery as the creative execution
style with the intention of being affective and producing the reaction of feel-learn-do in the audience.
The primary target market’s creative print campaign is speaking to the adventurer who has all the earthly possessions that they
could need, but now they can buy something that they could never get before; an expedition to the moon. You’ve seen our
world. Now step foot on another. The secondary target market’s creative campaign is focused on inspiration and education
through television documentaries an active public relations campaign and follow the moon balloon event. The intention of this
campaign is to igniting the adventurer and spirit of exploration in the audience and for them to relate those feelings to Virgin
brand and note the company as leading humanity forward.

10. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 8
PERSONAL RELATIONSHIP/ NETWORKING
Richard Branson will personally contact his billionaire
network to invite them to participate in a moon mission.
STRATEGIC ALLIANCES*
Partnerships with credit card companies that offer elite
cards to their high net worth members as to distribute
marketing materials to these individuals.
Partnerships with private jet manufacturers to offer their
customers marketing materials.
EVENTS
Special invitation to billionaires to exclusive events, hosted
by Richard Branson at the Virgin Galactic Space Launch
centre, to be the first to join the program.
DIRECT MAIL MARKETING
Distribution of moon walk packages specially delivered to
select clientele. (Includes a personalized video from Richard
Branson and an invitation to their exclusive event.)
PRINT MATERIALS
Distributed to high end travel agents and a network of
Accredited Space Agents globally.
Creative print campaign targeted towards the adventurer
who has all the earthly possessions that they could need,
but can now buy something that they unattainable
before; a journey to the moon.
PRINT ADVERTISING(4)
Jetset Magazine, The Affluent Lifestyle Magazine
Plane & Pilot, The Excitement of Personal Aviation
& Private Ownership
Yachts International
Dolce Vita
Robb Report, United States
Elite Traveller Magazine, United States
Centurion (Distributed exclusively to American Express
card members)
Wealth Collection Magazine, United Kingdom
Prestige Magazines, Singapore
The Private Journey Magazine (The only magazine
currently available on-board private jets)
Bespoke Magazine, Middle East
Luxury Life Magazine, Switzerland
Noblesse Media International
Publishers, Korea & China
American Express Publishing, United States
Billionaire Magazine
Millionaire Magazine
MARKETING TACTICS: PRIMARY TARGET MARKET
* Please note that all strategic alliances would operate as an affiliate marketing partnership; where the partnering company and employee who
recommended the purchaser would receive a total payment of $100,000 for each successful moon expedition purchase.

11. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 9
MARKETING TACTICS: ALL AUDIENCES
PUBLIC RELATIONS
Media Releases (Globally – Newswire & Targeted Major
Media Outlets)
WEBSITE
Articles, Press Coverage, videos & registration
SOCIAL MEDIA
Twitter , Facebook, Google+, Pinterest, YouTube, Flickr, Blog
PRINT AD CAMPAIGN (APPENDIX B,C)
PRINT ADVERTISING
National Geographic
Scientific American
The Economist
WEBSITE
Moon Balloon website
TV
Documentary on the making of the modern moon mission on
National Geographic Channel, Space, Discovery, and PBS.
EVENTS
Mysterious hot air balloon (looking like a full moon) will
makes appearances in cities all over the world.
The balloon will not be branded and will eventually be
identified by the public as a Virgin marketing campaign.
(APPENDIX A)
MARKETING TACTICS: SECONDARY TARGET MARKET

12. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 10
PRIMARY TARGET MARKET [ALL SCHEDULES ARE APPROXIMATE]
INTEGRATION OF TACTICS
PERSONAL RELATIONSHIPS/NETWORKING
KEY MESSAGE: The CEO will extend personal invitations
to those who are worthy, once again, of setting foot on the
moon.
SCHEDULE: Ongoing, up to one year prior to first launch.
WHY THIS MEDIA WAS CHOSEN: Richard Branson has
extensive connections within billionaire networks, as well
as the clout to convince them of why this is a trip worth the
money.
STRATEGIC ALLIANCES
KEY MESSAGE: If you are successful enough to like doing
business with us, you’ll love Virgin Lunar.
SCHEDULE: Ongoing (until seats fill up)
WHY THIS MEDIA WAS CHOSEN: These companies
already conduct business with the fabulously wealthy and
have considerable influence with this set. Moreover, the
monetary reward (distributed to the companies and the
employee themselves) should provide adequate incentive
to market to Virgin’s target audience.
PRINT MATERIALS
KEY MESSAGE: You’ve seen our world. Now step foot on
another. (For those who have traveled everywhere)
SCHEDULE: Keep elite travel agents supplied with
materials up to 15 months before first launch.
WHY THIS MEDIA WAS CHOSEN: The rich often don’t
plan trips on their own and rely upon a third party to
schedule their next exotic vacation. By giving them the
required marketing materials, Virgin is more likely to get
more travelers.
PRINT ADVERTISING
KEY MESSAGE: Different messages to be determined by
creative boutiques.
SCHEDULE: Ads taken out quarterly, with new messages
(determined by creative boutiques) biannually.
WHY THIS MEDIA WAS CHOSEN: Like any other person,
the top 1% have their own unique selection of magazines
they choose to read. This is one more way Virgin can reach
them and stay top-of-mind.
DIRECT MAIL MARKETING
KEY MESSAGE: Custom tailored materials for the recipient
as well as a personal invitation video from Richard
Branson.
SCHEDULE: Once every six months to each billionaire or
identified potential customer.
WHY THIS MEDIA WAS CHOSEN: This adds a personal
touch to the marketing. A creative boutique will research
each billionaire (what trips they’ve been on, etc.) to
determine the best way to market to them and send a
direct mail piece biannually to show why they would love
to go to the moon.
EVENT MARKETING
KEY MESSAGE: Special invitation event (and press
conference) for the interested and already signed up
billionaires, hosted by Richard Branson at Virgin’s launch
center to invite those who can afford it.
SCHEDULE: End of 2014.
WHY THIS MEDIA WAS CHOSEN: This event hits both
target audiences by making the wealthy feel special while
at the same time giving Virgin (and attending billionaires)
the press they desire, as well as a fabulous night out.

13. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 11
SECONDARY TARGET MARKET [ALL SCHEDULES ARE APPROXIMATE]
PRINT ADVERTISING
KEY MESSAGE: We are a company that’s leading humanity
forward where it belongs: the frontier.
SCHEDULE: Quarterly through 2015, biannually in the
years following.
WHY THIS MEDIA WAS CHOSEN: These magazines focus
on improving the life of humans and pushing boundaries
positively. By associating Virgin Lunar with them and
showing its goals, the public will become more aware of
the brand and its endeavors.
EVENT MARKETING
KEY MESSAGE: Creating buzz around Virgin Lunar via
pseudo-guerilla marketing of hot-air balloon.
SCHEDULE: Takes off 18 months prior to Virgin’s first
launch and touches down on the evening of First Launch to
celebrate the event.
WHY THIS MEDIA WAS CHOSEN: Event marketing is
excellent at creating brand awareness, and by doing a
unique, eye-catching, worldwide marketing stunt, the
event (and its initial secrecy) will create significant buzz
around Virgin Lunar.
TELEVISION
KEY MESSAGE: Why it’s important that humans revisit the
Moon.
SCHEDULE: Late 2013 / early 2014.
WHY THIS MEDIA WAS CHOSEN: To reach Virgin Lunar’s
secondary target audience, mass media is a key tool
and influencer. Since there will be many skeptics that
don’t see the value in Virgin’s mission, a documentary on
several television stations will provide entertainment and
enlightenment to the importance of such an endeavor,
hopefully creating public support.
ALL AUDIENCES [ALL SCHEDULES ARE APPROXIMATE]
WEBSITE
KEY MESSAGE: A central hub for all the buzz, activities,
and latest news of Virgin Lunar.
SCHEDULE: Launched on announcement. Ongoing.
WHY THIS MEDIA WAS CHOSEN: To have a main
information location for billionaires, the press, and the
general public to find out more about Virgin Lunar, as
well as a vehicle to release important updates and new
marketing campaigns.
PUBLIC RELATIONS
KEY MESSAGE: Sharing the benefits, wonder, and
greatness that is Virgin Lunar.
SCHEDULE: Launched on announcement. Ongoing.
WHY THIS MEDIA WAS CHOSEN: Given the broad
range of Virgin Lunar, its significant cost, and the lengthy
timeline that accompanies it, there will be undoubted
media attention. Virgin plans to be ready for the inevitable
questions and attention it will receive, as well as be on top
of issuing news releases and updates.
SOCIAL MEDIA
KEY MESSAGE: Respond to the public’s inquiries about
Virgin Lunar.
SCHEDULE: Launched on announcement. Ongoing.
WHY THIS MEDIA WAS CHOSEN: With such a high-
tech company, it will need to stay on top of cutting edge
marketing and be where its customers and publics are.
Social media will likely be an area that they will frequent.

14. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 12
Personalrelationships/
networking
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Strategicalliances
Printmaterials
Printadvertising
Directmailmarketing
Eventmarketing
PRIMARY
Printadvertising
Eventmarketing
Television
Website
Publicrelations
Socialmedia
SECONDARY ALL
FIRSTLAUNCH
MYSTERIOUSMOON
BALLOONLAUNCHESAND
SPOTTEDALLOVERMAJOR
CITIESINTHEWORLD
BALLOONLANDS
ONLAUNCH
PARTY
LaunchedwithannouncementofVirginLunarandrolledouteverysixmonths
LaunchedonannouncementofVirginLunar.OongoinguptoayearpriortoFirstLaunch.
LaunchedonannouncementofVirginLunar.Oongoinguntilallseatsarebooked.
Detailedmarketingmaterialsprovided15monthspriortoFirstLaunch.
Quarterlyadvertisingwithchangingmessagebi-annually.Last2quartersofFirstLaunchandLastLaunchwillhavemoreurgentmessaging.
Specialinvitationeventsatendof2014.
LaunchedonannouncementofVirginLunar.Ongoingandbecomesbi-annualafter2015.
LaunchedonannouncementofVirginLunar.Ongoing.
LaunchedonannouncementofVirginLunar.Ongoingandbecomesbi-annualafter2015.
VirginLunardocumentarieslaunchedlate2013toearly2014
ANNOUNCEMENT
OFVIRGINLUNAR
INTEGRATEDTACTICSTIMELINE

15. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 13
The Virgin Lunar flight will cost $100 million for each passenger, and seat four passengers per trip. CNN reported
in 2005 that a flyby trip to the moon would cost about $100 million.(5)
That is the low side of the estimate; given
that Virgin’s goal is to actually land people there, the cost would be significantly more. On the high end of the
estimate, the cost of a Saturn V launch in 1969 was $375 million,(6)
which in today’s dollars would be approximately
$2,372,268,392.(7)
This does present a challenge, however several factors offset that cost: first, Virgin Galactic has
already developed several near-Earth orbit spacecraft, so the technology is partially in place already. Second,
the passengers will be paying a sum total of $400m per trip. Third, qualitatively speaking, is Virgin’s goal to
increase brand awareness around the world, which this program will undoubtedly do thereby justifying much of
the cost. Fourth, much other technology has been developed in the 44 years since that calculated cost, which will
undoubtedly drive the price down. Finally, if all else fails, it is possible that much of the required hardware and
technology could be salvaged or used on contract with NASA. Therefore, although there is somewhere between
a break-even and a $1.97 billion deficit on paper, there are far many more factors that would bring that price down
significantly, thereby making the company and its efforts far more feasible. Even if Virgin does lose money on these
flights, it could be attributed to the cost of advertising and increasing their brand awareness, as well as R&D for
their other efforts (such as airlines).
Due to the complex nature of the product, as well as the extremely small target market, Virgin Lunar has decided
to manage all of the sales-based communications to be run within Virgin’s in-house agencies. Some creative will
be contracted out to boutique agencies to keep the promotions fresh. Virgin has put together a specific marketing
team within the Virgin Lunar division that can create and run all sales specific marketing communications. The
Virgin Lunar team will focus on print ads for high-end luxury magazines, as well as combined marketing with other
extremely exclusive luxury item companies such as private jets or luxury yachts.
For all other visibility (brand awareness, etc.,) Virgin will be outsourcing to boutique agencies for activities such as
event planning, public relations agency, etc. Virgin Lunar will use various specialized agencies to take the majority
of the work for general brand awareness campaigns that include social media, PR and/or marketing stunts, to
allow the sales marketing team to focus on selling and marketing to the target market. Virgin will choose agencies
to work with based on their experience with international brands and campaigns, as well as their ability to work
in conjunction with other agencies. The social media agency hired will focus on creating a campaign to bring
awareness to Virgin’s incredible endeavour, and to manage all communications with the public while maintaining a
positive voice from Virgin Lunar. The PR agency will be in charge of creating newsworthy stories for media outlets all
over the world. Finally, Virgin will have a marketing agency whose specialty is out of the box, pseudo-guerilla style
marketing and promotions. This will help create buzz around Virgin Lunar as a new product and experience, as well
as the overall Virgin brand. Virgin will work closely with these various agencies to ensure that the messages and
campaigns are working in complete synchronization and consistency under an integrated communications model.
FINANCIAL DATA AND PROjECTIONS
EXECUTION

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The evaluation and measurement of marketing goals will be comprised of the following quantitative methods .
EVALUATION
PERSONAL RELATIONSHIPS/NETWORKING
Number of individuals Richard Branson visits
Number of inquiries made regarding request for
information after each visit
Number of bookings result from visit
STRATEGIC ALLIANCES
Number of alliances secured
Percentage of increased reach from alliances in terms of
individuals contacted
Number of bookings generated from referral programs
PRINT MATERIALS
Number of print materials distributed to potential
customers
Number of inquiries made to accredited space agents
Number of bookings
PRINT ADVERTISING
Number of magazines utilized
Total number of ad placements
Combined reach and frequency of magazines utilized
DIRECT MAIL MARKETING
Number of direct mail materials distributed to potential
customers
Number of inquiries made following mailings
Number of bookings resulting from direct mail
EVENT MARKETING
Number of individuals in attendance at the event
Number of news agencies to cover the event
Number of public relations pieces that stream from events
Increase/decrease in web traffic to Virgin Lunar webpage
Increase in website traffic one week following
PRINT ADVERTISING
Number of magazines utilized
Total number of ad placements
Combined reach and frequency of magazines utilized
Increase/decrease in web traffic to the Virgin Lunar
webpage (as measured by a QR code)
EVENT MARKETING
Number of articles and press attention from the Moon
Balloon’s worldwide journey
Number of visits and page views on
www.watchthemoon.com
Increase in Virgin extended product lines sales within
event’s time span
Increase in cyber chat and social conversations regarding
Virgin Lunar and the Moon Balloon
TELEVISION
Number of television spots placements
Air time for each documentary
Ratings recorded for each television placement
Increase/decrease in Virgin Lunar traffic within one week
following the airing of each documentary
PRIMARY AUDIENCE
SECONDARY AUDIENCE

17. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 15
WEBSITE
Number of visitors to the site
Number of click throughs recorded
Number of times Virgin Lunar was searched through
Google analytics
Number of inquiries made to space agents
Number of bookings
Number of press inquiries
PUBLIC RELATIONS
Number of public relations pieces received
Distributors reach for each public relations piece
published
Increase in website traffic one week following public
relations pieces
Cclick throughs from online public relations pieces to
the virgin lunar website
Number of times Virgin Lunar was searched through
Google analytics
SOCIAL MEDIA
FACEBOOK: Number of likes, people talking about us
YOUTUBE: Number of views, likes, shares, add to’s and
comments
FLICKR: Number of images displayed, views, comments
and faves
PINTEREST: Number of images displayed, likes, and
comments; clickthrough traffic to website
GOOGLE+: Number of stories and interactive shares
regarding Virgin Lunar, number of +1’s
TWITTER:
» Utilize TwInfluence to track how many of our followers
are actually listening to our messages
» Utilize Twitalyzer to analyze Twitter account popularity
and how many times messages are being referred
to and tie into Google analytics to track information
about traffic that is redirected from Twitter.
» Utilize TweetEffect to find out how many people are
responding and reacting to posts to determine what is
and isn’t resonating with followers
» Consider using a larger measurement platform such as
Radian 6 coupled with HootSuite
ALL AUDIENCES

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Looking at historical exploration of any vast new area, violence, greed, or questionable morals are always a
frightening factor. Although the human race has hopefully learned from these unfortunate ventures, and Virgin
Lunar is moving forward with none of these intentions, the exploration of space comes with its own unique set of
ethics and challenges, especially when done commercially.
As a company looking to profit off selling these adventures, there are many issues to consider: the safety of guests
and crew, the impact of humans on another celestial body with regard to preservation and conservation, the
sustainability of the business model in terms of its long-term impact, and property rights, to name a few.
Health-wise, those who orbit Earth are subject to cosmic rays and other forms of radiation that the earth’s
atmosphere generally protects surface dwellers from. Combined with the relatively small risk associated with
spaceflight (historically, a death rate of approximately 5%) and the effects of zero-gravity on the human body
(deterioration of bone and muscle mass), there are health risks to be addressed for the passengers who pay for
the journey and the staff who are employed by it.
The other main issue to consider is one of an environmental nature. One needs look no further than the
destruction of the rainforest to see that when mankind finds pristine new environments it often exploits them.
The Moon, for the most part, is a pristine landscape barely touched by the human species. To increase traffic
there by a substantial factor (the last person on the Moon was in 1972) means to also look at how a human
presence will affect the orbiting body in the short and long term, as well as ensuring that it will not be exploited
to benefit select few individuals. It may be devoid of life, but that doesn’t mean mankind can act wantonly with its
future. Finally, sustainability demands that the company and its missions take care to have little impact on Earth
and the Moon so that they might continue to operate for a long time to come.
Lastly, the issue of ownership and property rights needs attention. Just as the Arctic and Antarctic are unclaimed
by any one nation, so is the Moon. The Americans may have been the first there, but that does not necessarily
give them rights and ownership of a beautiful object that has captivated every tribe to ever live on this planet.
So to venture forth and make a profit from this object, legal entities will need to decide laws, regulations, and
responsibilities of anyone involved with the Moon. Just as other countries have different laws to obey, so must
other objects in our Solar System and the universe beyond.
ETHICS AND STANDARDS

19. M K T G 3 3 2 2 V I R G I N L U N A R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N 17
REFERENCES
1
http://africanspotlight.com/2013/03/2013-forbes-list-of-the-worlds-richest-billionaires-top-500/
2
Claire Jolly; Gohar Razi; OECD International Futures Programme; Organisation for Economic Co-operation and Development (2007). The space
economy at a glance: 2007. OECD Publishing. p. 14. ISBN 978-92-64-03109-8. Retrieved 10 June 2011.
3
The Richest People in the Planet 2013 http://www.forbes.com/sites/luisakroll/2013/03/04/inside-the-2013-billionaires-list-facts-and-figures/
4
http://www.allyoucanread.com/top-10-luxury-magazines/
http://luxurysociety.com/articles/2010/12/12-luxury-lifestyle-publishers-targeting-affluent-consumers
5
http://money.cnn.com/2005/08/10/news/funny/moontrip/index.htm
6
http://history.nasa.gov/SP-4221/ch2.htm
7
http://data.bls.gov/cgi-bin/cpicalc.pl?cost1=3750000&year1=1969&year2=2013 (multiplied by 100, given the converter’s $10 million limit)

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APPENDIX
A. MOON BALLOON

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APPENDIX
B. SAMPLE PRINT AD NO.1

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APPENDIX
C. SAMPLE PRINT AD NO.2