Marketing Plan of Virgin Australia by Yasir Farabi

Author:Yasir Farabi [Farabi, Yasir]
Language: eng
Format: azw3
Tags: marketing, australia, plan, virgin
ISBN: 9783656231295
Publisher: GRIN Publishing
Published: 2012-07-05T16:00:00+00:00

6.3 Promotion

Virgin Australia can employ an integrated marketing communication approach consisted of a variety of communication methods such as general advertising, direct response, sales promotion, and public relations and combines these disciplines to provide clarity, consistency, and maximum communication impact (Belch & Belch, 1997, p. 10).

Advertising activity could include direct mail, TV, press, magazines, outdoor posters and taxi sides, all featuring their distinctive logo. Advertising can be used to encourage people to fly Virgin Australia and to inform customers about its destinations. For example, in Britain, NBC primetime series “Friends” featured Richard Branson with the characters flying Virgin Atlantic to London (New York American Marketing Association, 2006, p. 1). In 2001, Virgin spent 8 to 10 million dollars (Goetzl, 2000, p. 37) on a campaign linking Virgin with the movie “Austin Powers: The Spy Who Shagged Me.” They painted an enlarged Austin Powers on the tail, and Virgin was rebranded “Virgin Shaglantic”, featuring phrases such as: “There is only one virgin on this billboard, baby!” These kinds of product placement can also be used in Australia to gain customer attention.

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