Magazine article Marketing

CAREERS: Company CV - Virgin Atlantic

Magazine article Marketing

CAREERS: Company CV - Virgin Atlantic

Article excerpt

Virgin Atlantic is Britain's biggest long-haul carrier, flying to 21 destinations worldwide. It was developed in 1984 as an offshoot of Sir Richard Branson's Virgin Group, better known for pop and rock music at the time.

Virgin Atlantic operates one of the youngest fleets of aircraft in the world. Its 26 aircraft fleet is made up of 12 Boeing 747-400s, ten Airbus 340-300s and four Airbus A340-600s; one A380 is due for delivery in 2006.

The company operates a first class service, called Upper Class, and two types of standard class: Premium Economy Class and Economy.

Virgin Atlantic began when Branson decided to set up his own jumbo jet passenger service between London and New York.

On December 20, 1999, Branson signed a deal with Singapore Airlines to form a global partnership, giving Singapore Airlines a 49% stake in the business.

The airline, based out of London's Gatwick and Heathrow airports, flies to destinations from New York and Tokyo to Cape Town and Shanghai.

In August 2002, Virgin became the first UK airline to offer passengers SMS and e-mail facilities. In October of the same year,Virgin Atlantic's frequent flyer scheme, Flying Club, joined with Delta Air Lines' Skymiles.

The deal allowed flying club members to earn and redeem miles for flights on Delta.

In September 2002, Virgin launched a press and poster campaign using humorous images of people carrying out ludicrous stunts in an attempt to blag upgrades. One poster featured an Asian man wearing a blond beard and claiming to be Branson's brother. The campaign sought to position Premium Economy Class as an upgrade consumers can buy. …

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