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Brand

Virgin Atlantic [1], a trading name of Virgin Atlantic Airways Limited, is a British airline majority-owned by Sir Richard Branson’s Virgin Group. The Virgin Group owns 51% of the airline, and Delta Air Lines owns the remaining 49%. Virgin Atlantic’s head office is in Crawley, West Sussex, England.

Objective

Virgin wanted as always to reinforce its brand and to offer its audience meaningful and tangible rewards. It wanted a Social Media campaign that would generate active participation and conversation around the brand.

Delivery

Like many initiatives and innovations in marketing, Virgin are often at the forefront of the early adopters. Virgin Atlantic launched its “Looking for Linda” campaign to connect with committed fans. At the campaign’s outset, Virgin Atlantic introduced “Linda,” a fictional Virgin Atlantic flight attendant who shared her world travels. The Owned Media medium primarily used for this campaign was Facebook, but also used the Virgin handle on Twitter to reinforce the impact. Fans who correctly guessed Linda’s destinations were entered into weekly contests for tickets to one of Virgin Atlantic’s destinations. One lucky fan won two upper class ticket upgrades to a destination of his or her choice.

Results

The campaign was based around a Facebook page, the campaign received in excess of 15,000 entries and added over 8,000 new social users to its Earned Media arsenal.

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References

[1] – Virgin Atlantic
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Brand:

Virgin Atlantic

Objective:

To reinforce its brand.

Delivery:

The introduction of a fictional character called ‘Linda’ with a campaign called ‘Looking for Linda’. This was a Facebook based campaign.

Converged Media:

Elements included: Owned Media, Earned Media reinforced by Paid Media.

Measureable results:

The Facebook page created over 15,000 entries and over 8,000 new users.

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