On a recent trip to Vegas (pleasure, not business), I decided to test drive the biggest and brightest new brand extension to hit the skies and was super satisfied with my experience.
The interactive multimedia panel located at every leather-bound Virgin America seat is a true gem of entertainment technology. While offering you Veev liquor, Gogo Wi-Fi and the latest blockbustin’ movies at the swipe of a credit card, it also provides even the most economic of travelers a plethora of free, fun options such as HOURS of Current TV (if you haven’t scoped Current yet, please expand your worldview now), the latest music videos, episodes of DiggNation and hip documentaries. You can also still get your gratis glass of tomato juice, no ice.
Everyone on my Virgin America flights from East to West and back again seemed relaxed and appeased with the on demand service from laid back, but efficient attendants. And this is all the STANDARD level of flight experience you can expect from Virgin America.
The tipping point in brand excellence from my perspective comes from huge service perks derived from a perfect partnership
Earlier this year, Virgin America teamed up with Google to offer a day of free wifi coupled with a promotional gaming experience that was marketed to players on the ground as well as in the skies.
>>BoingBoing Interview with Virgin America on “Day in the Cloud”
What a superior marketing concept! To truly show users of both services (simultaneously) how the brands could unite and help users unite. And this Holiday season they are going at it again, with free Google-sponsored Wi-Fi from mid November to mid January.
This is the perfect, modern example of the age-old tradition of partnership to add brand value. And it really is perfect — the melding of high tech entertainment with travel, combined with great promotional rewards, which will keep Google and Virgin America top of mind. Not every promotion gets nearly the same level of hype and this is where I have to stress the importance of leveraging the brand equity of a well-chosen partner.
I really can’t wait to see if and when a new super-couple comes along. My mind is already spinning with the possibilities. Is yours?
Rochelle Fainstein
The Digital Marketing Manager
Tweet this | Tags: airline industry, brand partnership, flight, Google, marketing, Virgin America, wi-fi
