Case in point – the ‘youth’ dynamic in the new virgin advertisement campaign

‘Flying in the face of ordinary’

Photograph source: David Paul Morris/Bloomberg

Although a cheeky use of the storyline of superheroes and of the corky ‘saving us from the bland, the beige and the common can’t be bothered’, Virgin’s new ad campaign has definitely defined the Virgin Atlantic brand in a new ‘young’ light.  In today’s murky and saturated industry, few airline brands stand out.  Virgin has always taken that ‘next step’ in building their brand to target the new generation of travellers.   In the 90s it was all about service standards when Richard Branson’s tagline was about being ‘no ordinary airline’.    When the traveller was the savvy businessman or woman and service differentiation and excellence was a key part of the value an airline could provide.  Therefore the campaign of being ‘no ordinary airline’ ensured Virgin’s brand building success in the 1990s. 

Today with the typical passenger being from the Generation Y category, people looking for more adventure and fun, Virgin has taken cues from this new mindset of consumer and reinvigorated the brand through communicating an affective value proposition.  It’s the same message but encoded to the new generation of ‘super heroes’ of travel!

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