Considering the popularity, reach and impact of wireless promotions, the airlines industry too has forayed into the wireless market through SMS campaigns. Virgin Atlantic has joined hands with Mobile2win to promote its new services, which include its daily flight from Delhi to London, on-board services and on-ground chauffer service.
The prime objective of the promotion is to attract all handheld devices. It's an all round promotion with advertisements featuring in leading newspapers, radio stations and travel magazines. Different short codes are used to send SMS. The questions involve the consumers in understanding the benefits of flying Virgin Atlantic with its unique features like a massage parlour 30,000 feets above earth, free chauffeur service and on-board bar etc.
Neha Lidder Ganju, Marketing Manager, Virgin Atlantic, said, "Mobile2Win had done our first SMS campaign in India and considering the success we achieved, they were again our chosen partner for our recent campaign. SMS is the only medium through which our brand gets a chance to interact with end consumers. It's an ideal way to pull consumers and make them aware of our unique services. The new promotion is more like an interactive game based on consumer response that goes across all the mediums. The winner gets two tickets to London. SMS has worked very well for our brand and we will continue looking at new formats in future."
"Virgin Atlantic has always chosen M2W to power up it's wireless promotions. We have moved up the value chain in this case by actually measuring the response from different mediums in real time through this wireless solution - thus going beyond pure contesting. We have a four-digit number 8558, which is live across all operators. We handle the front end, back end, connectivity etc. And as far as the effectiveness is concerned, we have already received 18,000 to 20,000 responses in two weeks," said Rajiv Hiranandani, Country Head, Mobile2win.