Virgin Atlantic Airways: Developing a Dialog
Virgin Atlantic Airways, a savvy British-owned, iconic lovemark brand with a large footprint in the UK and EU but with a small fighter-brand footprint in the USA, wanted to forge a better brand dialog with its frequent flyers.
Ideon’s market research dug deep to explore member behaviors, experiences and perceptions and our brand strategy created a new active, ongoing conversation with members, truly one-of-a-kind in the industry, rather than the more typical monologue mileage program. These monthly surveys produced remarkable response rates for any airline, ranging from a high of 76% to a recessionary low of 43%.
We advised Virgin to cultivate a culture of endless ideas by keeping a pulse on Flying Club members, making quick brand and operational fixes based on member feedback, and using real intelligence to inform growth. The result is that Virgin Atlantic could use the member-contributed intelligence to ignite and lift lifetime member value and to evolve brand and destination loyalty, in both America and Europe. Ideon clears the ascent in customer dialogue and responsiveness to a new stratosphere of meaningful mileage memberships for Virgin Atlantic.