VIRGIN AMERICA
INSIGHT: The Flight Experience
ABOUT: Our team conducted a brand audit measuring the brand equity for Virgin America in our target market of 25-35 year olds, with the aim to develop three relevant product proposals for the airline.
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With a combination of primary and secondary research, we discovered that the flight experience of Virgin America was the brand's strongest differentiator, playing an important role in the purchasing decision of millennials.
SUITCASE WITH BENEFITS (PRODUCT)
A suitcase with benefits like no other. The Virgin America collaboration with Samsonite allow users to get priority boarding and free Wi-Fi on flights where they use the bag. The larger suitcases come with extra benefits, such as free bag check-in and the ability to double Elevate points on every flight for two years.
BUSINESS TRAIN CARS (OOH)
The Virgin America designed business class train car will be placed in large scale passenger trains owned by Amtrak. The interiors, food, and overall experience will be be controlled by the brand, as well as adding food and beverage offerings, improved Wi-Fi, seat back entertainment devices, mood lighting, and comfortable seating. These features will increase the comfort and productivity of the passenger, as well as make the travel experience more exciting and enjoyable.
VIRGIN GO (DIGITAL)
Save time at the airport by ordering your food from select restaurants on Virgin GO, and a Virgin America employee will deliver it to you.
