Conclusion
Below is a graphical depiction of the marketing lifecycle of the Virgin America Trial and Switch Campaigns. By identifying and defining its core audience, guiding initiators through the process of awareness, association, acceptance and adoration, the "Never Forget" campaign develops a core group of flyers that eagerly recruit and expand Virgin’s market share. Staying true to the Virgin brand while offering unique and -- for its audience -- necessary features, Virgin America easily differentiates itself from its American counterparts. Virgin owes much of its success to its commitment to its customers.
We, at Questus, look forward to seeing how Virgin America will continue this exciting and admirable tradition in the coming months.
