Awareness and association
The Virgin Atlantic brand has always been about the consumer experience, from limousine service and in-flight massage to being the first airline to offer its business class travelers in-flight televisions. Key to the "First Time" campaign is developing awareness of the Virgin America brand and its differentiators. By learning and experiencing these differentiators, consumers associate themselves with the Virgin brand identity. The ultimate goal is that consumers make Virgin their first choice for air travel.
