How Virgin America built a loveable brand

This event report outlines how Virgin America, a US airline which launched in 2007, has aimed to build brand love by seeking to put the enjoyment back into flying.

How Virgin America built a loveable brand

Stephen WhitesideWarc

Many airlines seemingly are trapped in a perfect storm of soaring complaints and plummeting customer-satisfaction ratings.

Virgin America, by contrast, largely has avoided such turbulence. Indeed, the San Francisco-based carrier – which launched in 2007 – recently was named "Top Domestic Airline" by readers of Travel + Leisure magazine for the eighth successive year, and as the "Best Airline in North America" at the 2015 Skytrax World Airline Awards, an honour based on passenger-satisfaction surveys alone.

According to Sylvie Charbonnier, the organization's head/partnerships, these accolades suggest its...

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