No set of marketing success stories would be be complete without a case from Virgin. In a sector where customers are experiencing poor service due to soaring costs, Virgin America have sought to buck the trend and deliver all the trimmings we have come to expect of Mr Branson. However, what makes this even more unusual is that Twitter's at the core of this new service delivery.
Firstly, Sir Richard Branson has been using live Twittering via Virgin's in-flight WiFi to communicate directly with passengers on certain flights. This interaction has been 2-way, allowing the man himself to receive feedback about Virgin's service direct from the consumer. Secondly, the airline are using Twitter as a component in their customer service offering, meaning they can handle enquiries and complaints direct to each user. For example:
Customer "I flew on flight 110 yesterday. One of my checked bags was damaged. Didn't report at the time due to tight schedule. Suggestions"
Virgin America "Hey XXX what's the status of your luggage? I'll loop guest care in if the issue is still outstanding"
So in order to pay homage to the brilliance of the Virgin group, below is the full length television advert celebrating 25 years of Virgin Atlantic. It's pure genius. Not only is it a classic case of segmentation, targeting and positioning but it also confirms Virgin's place as the sexiest airline. Enjoy...
