Microsite
When introducing new brands, marketers must create awareness. Using interactive banner ads, a Virgin America microsite, customized dop kits and an email campaign, the "First Time" campaign hits hard, capturing the attention of future Virgin Americans. The microsite, depicted below, offers Virgin’s interactive guides to New York or San Francisco. Each guide not only provides information on and reservations to trend-setting local entertainment for specific dates of travel, the site also makes restaurant suggestions based on the flyer’s user profile.
Through user profiles, the microsite tracks favorite destinations and music listened to on previous Virgin flights. The social component of the site enables travelers to link to their MySpace pages while offering Virgin’s own internal social networking site so travelers can connect with other registered passengers before or after their flight.
