In-flight entertainment and concierge
At the "acceptance" phase, consumers begin to accept Virgin America as their airline of choice. Virgin Americans at this stage closely identify with the Virgin brand because the airline understands their specific needs, preferences and lifestyle. During the acceptance portion of the Switch campaign, repeat flyers and the Virgin America brand openly exchange information with each other. The learning process is fostered through contests, customer profiles, responsive email campaigns and the Virgin In-Flight Entertainment and Concierge Program. All communications in the acceptance phase are about gathering information and sharing affinity.
During acceptance, Virgin America is shaping its messaging to flyers based on the consumer feedback and behavior patterns learned through interactive programs. The Virgin In-Flight Entertainment and Concierge programs recognize each customer by their unique flyer identification number. The In-Flight Concierge program offers return flyers music and movie playlists as well as destination recommendations based on previous preferences. Consumers can use Virgin Concierge for a complete travel experience based on established preferences including car service, reservations at a favorite restaurant and other in-city amenities.
