A note from Editor in Chief Brad Berens: This is the second installment of a new feature here at iMedia Connection: the "My Dream Pitch" series.
In it, we invite agency execs to share the pitches that they've been secretly mulling over for months or years… the pitches they've always WANTED to give, but for whatever reason (their agencies aren't inside the brand's holding company umbrella, they've never gotten into the right room at the right time, et cetera) the chance has never come.
iMedia brings these agencies a different sort of chance: make the pitch in public! Share your ideas with the world in order to show the industry your dreams, how you think and how interactive advertising can continue to move forward.
I'm pleased that Questus is continuing the series with its dream pitch for Virgin America, a new U.S.-based low-cost airline. And if your agency would be interested in sharing your dream pitches with our readers, our editorial team would love to hear from you.
Virgin America recently launched its pilot program with flights from San Francisco to New York’s JFK airport. With our home base in San Francisco and offices in New York, everyone at Questus is eagerly anticipating what new travel experience Virgin will offer because when Richard Branson and Virgin Airlines are involved, consumers know to expect a best-in-class travel experience. That’s why we decided to make our dream pitch to Virgin America.
How will Virgin improve the American travel experience? How can Virgin America convince weary business travelers to switch airlines in spite of fat frequent flyer accounts with competitors? The previous campaign, "Never Forget Your First Time," introduced America to the always fashion-forward, occasionally irreverent Virgin brand while providing an opportunity to put Questus’ methodology for successful Trial and Switch programs through its paces.
In this pitch, we propose a new flying experience, with comfort and conveniences that will lure today’s jaded traveler away from airlines for whom customer service is simply an empty promise or vague concept. The goal of our campaign is to move consumers through the four phases of brand recognition and self-identification -- awareness, association, acceptance and adoration -- with an ultimate goal of turning the most loyal consumers into Virgin America evangelists or what Virgin can call "Virgin Americans."
Author notes: Rebecca Hill is account director at Questus. Read full bio.