Radio advertising seems to have caught the fancy of Virgin Atlantic. India Marketing Head Neha Lidder Ganju says radio is a great opportunity for branding and Virgin will be coming out with new radio ads soon.
Elaborating on Virgin’s association with radio, Ganju says the first radio campaign was aired in December 2000 on AIR FM. Since then radio has been a major medium of communication for the airlines. Explaining why radio campaigns work out better, Ganju says a “pan-India electronic campaign does not help”.
So, Virgin has always preferred “quirky radio campaigns, developed by ad agency McCann, which provide greater mileage”, Ganju said. The latest ad campaign on Radio Mirchi talks about the pampering experience of passengers who fly Virgin’s upper class. Another radio campaign on air talks about how passengers do not wish to leave the flight after being pampered on board. These radio spots are of 40 seconds and are directed towards people who wish to fly Delhi-London non-stop.
Based on the good response these radio campaigns have generated, Virgin is lining up new ones on the same lines which will on air by October, Ganju disclosed.
Besides radio, a lot of below-the-line (BTL) activities are also being undertaken for brand promotion. Currently, the Indira Gandhi International Airport carries Virgin’s billboard right above the immigration counters. Apart from this promotional activities are being constantly organized with its travel trade partners to keep them involved with the brand, she said.
Ground activities to reach the target group are also being constantly organized. Recently, Virgin Atlantic celebrated four years of flying the Delhi sector. A fashion show by designer Satya Paul was organized in which Virgin cabin crew members walked the ramp in uniform alongwith top models. “The main emphasis of our brand building is to undertake advertising that hits the target audience in a subtle manner. Radio and BTL activities serve this purpose well,” Ganju remarked.