Case Study

Case study:Virgin America airlines

• SITUATION:

The Company Virgin America airlines want to increase the number of customers, the level of popularity and become one of the leading companies “Virgen” in the world. To help get, They Called on Ogilvy PR with a strategy for position Virgin América like in a class of Its Own.

• INFORMACION: Virgin America, is a United States-based airline that began service on August 8, 2007. The airline's stated aim is to provide low-fare, high-quality service for "long-haul point-to-point service between major metropolitan cities on the Eastern and West Coast seaboards. The director Virgin America is of British entrepreneur Sir Richard Branson. Global operations Virgin has created more than 300 branded companies worldwide, employing approximately 50,000 people, in 30 countries. Global branded revenues in 2009 exceeded £11.5 billion(approx. US$18 billion).

• PUBLICS

Producers – Financers- Richard Branson

Customers- current - residents between major metropolitan cities on the east and west coasts. Supporters these are people who prefer low prices and quality service (because it stated purpose of airlines)

limiters- competitors- companies “Virgen” (Virgen Australia, Virgin Atlantic Airways)

Enablers - Opinion leaders - Richard Branson

Enablers - Media- TV(TMZ.com, Us Weekly, People.com, Perez Hilton, E! News, Martha Stewart, Today Show, CNN, MSNBC, San Francisco Chronicle and Fox News), Radio, Magazines, Newspapers

Enablers- allies- Ogilvy PR

Enablers - allies- opinion leaders- celebrities

• GOAL AND OBJECTIVE

the main objective the work of the company provide quality service at low prices.Virgin America different from others Virgin-branded companies because have its provocative blend of quality, fun, and style.Goal the Ogilvy PR task was in the style of Virgin America attract a lot of attention to the company and thus increase the number of new customers.

• STRATEGY

the team Ogilvy PR devised a Vegas show-stopping event, complete with personalized

experiences, luxury amenities, celebrity guests, and the unmistakable Virgin personality.

time: three short weeks flight from San Francisco to Vegas, a series of point-to point parties, events and stunts were planned that put Sir Richard Branson at the center of the action.

invite celebrity : Kyla Ebbert, actors from Dexter, World Series of Poker champion Jamie Gold, Pamela Anderson, Carmen Electra, Lauren Conrad and Audrina

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