In Focus

My dream pitch: Virgin America

Rebecca Hill & Jeff Wagener
Creative Posted on August 08, 2007

The Survival Pack

The "awareness" phase continues with Virgin America’s first-in-class, unique toiletry package, the Survival Pack. The Survival Pack program recognizes that for many Virgin Americans, the new restrictions on liquids can be a major travel headache. When booking Virgin America flights online, customers may choose from a wide array of luxury products that will be waiting on their seat when they board the plane. All products in the Survival Pack resonate with the Virgin American audience and are luxury-oriented brands.

Travelers can choose from a wide variety of products, ranging from hair and body care products to contact lens solution and toothpaste. First-time flyers receive a complimentary Survival Pack; regular flyers can purchase their Survival Pack through the Virgin America site at the time they book their ticket. Each purchase of Virgin Survival Packs and other items earns Virgin Americans "points" that can be redeemed for any other Virgin America service.

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Comments

Mike Quinlan
Mike Quinlan August 8, 2007 at 10:54 AM

Lots of good stuff in this pitch. I particularly liked the airline survival kit. Talk about a dream opportunity to get product samples into select consumer hands. Delivers convenience and generates good will to boot! Likewise the destination microsite has the potential to generate some advertising revenue from other sources. The point being, much of what is proposed could be self-financing and could even generate extra revenues for Virgin in addition to their advertising value and contribution to the company's CRM strategy. I am unclear also has to if this pitch is for a specific niche campaign? Or, if its meant to be Virgin Airlines major marketing orientation and campaign in the US market? If the former, I like it. If the latter I am not sure that it considers what I would suppose to be the necessity for an airline to cater to widely divergent client demographics.