Virgin Atlantic – Still red hot, even in a downturn
Principal Author: Richard Cordiner – RKCR/Y&R
Contributing Authors: Joanna Bamford and Tom Barnes – RKCR/Y&R; Zehra Chatoo – Manning Gottlieb OMD; Tosin Osho and Paul Sturgeon – BrandScience
For learnings around advertising in a recession, in a value driven market and with a tough competitive set, look no further than Virgin Atlantic. In the summer of 2008, the airline industry saw passenger numbers falling and oil prices soaring. Virgin Atlantic's response was to increase its marketing spend and concentrate on brand-building communications to rekindle its spirit and tackle...