Just months after its launch, Virgin America Inc. is rolling out its first major ad campaign focusing largely on out-of-home marketing efforts.
The campaign, which will take place over the next three weeks, will target markets where the airline flies or will soon fly, including San Francisco, Los Angeles, San Diego, CA, Seattle, Washington, D.C., Las Vegas and New York City.
The airline will wrap hybrid taxis and bus shelters in San Francisco with its images and messaging. In addition, radio promotions will offer the chance to win concert tickets in Virgin America markets. Print ads will also appear in newspapers and lifestyle magazines.
The campaign is designed to set apart the airline from its competitors for its fun nature, the company said.
“We wanted to create a campaign that redefines traditional airline advertising and conveys the same fashionable look and feel you are met with when you step on board one of our new planes,” said Porter Gale, Virgin America’s vice president of marketing, in a statement.
Virgin America wouldn’t say how much it is spending as part of the initiative, but said classified the media buy as “a significant increase” over 2007 spend.
Eleven Inc., Virgin America’s lead creative agency, is handling the campaign.
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