HERE’S A RELATIONSHIP-building move a first-timer probably wouldn’t think of.
On a friend’s recent trip to England, Virgin Atlantic Airways flight attendants got on the microphone to apologize to a packed plane for a technical snafu. Instead of the usual offering of 18 movie selections-viewed on individual screens in each passenger’s seat-only one choice was available that evening.
What??? It’s an outrage! On the flights we’re accustomed to, it’s one choice or nothing, on a faraway screen barely visible because of the annoying people who refuse to shut their window shades.
But we digress. Given everything else Virgin pampers its passengers with-fuzzy socks to keep your feet warm during the long overnight flight, a toothbrush and toothpaste to freshen up with before landing, a phone at every seat and three entree selections-this wasn’t much of a crisis for our friend.
But to Virgin it was. In an alert marketing move, the airline whipped up a letter as passengers dozed at 30,000 feet. Handed to everyone as they departed the plane, the letter apologized for the inconvenience and offered a no- expiration 20% discount on their next Virgin flight.
Needless to say, this may have been our friend’s first trip on Virgin, but it won’t be her last.
(For more on Virgin see Market Leaders, page 43.)
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