VIRGIN AMERICA ENCOURAGES DALLAS–FORT WORTH FLYERS TO DUMP THEIR OLD AIRLINE:
CAMPAIGN ASKS FLYERS TO MAKE THE SWITCH TO A YOUNGER,
HOTTER TICKET WITH A 2–FOR–1 FLIGHT* OFFER
DFW Flights from $99** (restrictions, taxes & fees applying), Airline Also Launches ‘Kickoff to Fall Travel’ Fare Sale Today
San Francisco — September 7, 2011 — Virgin America, the stylish, low–fare domestic airline, today rolls out a multi–media marketing campaign in Dallas–Fort Worth that invites local travelers to calculate their flying “fun gap” based on past legacy airline miles and make the switch to a “younger, hotter” airline – with an irresistible two–for–one flight offer.* The overall campaign is designed to showcase the airline’s innovative and fresh guest experience – in contrast with the typical legacy airline “cattle car.” Launched in August 2007, Virgin America has attracted a loyal following of travelers for its beautifully–designed cabins, tech–forward amenities and topnotch service. The airline launched daily nonstop flights to Dallas–Fort Worth International Airport (DFW) in December 2010 and kicked off the new route with a series of splashy inaugural events. Based on demand, the airline added an additional nonstop roundtrip frequency to its DFW schedule in April 2011, and currently offers DFW travelers three conveniently–timed daily nonstop roundtrip flights to both Los Angeles and San Francisco. Fares from DFW to both Los Angeles International Airport (LAX) and San Francisco International Airport (SFO) start from $99** in Main Cabin (with 21–day advance purchase and restrictions, taxes and fees applying).
“Since we launched service to DFW, we’ve been overwhelmed by feedback from travelers about just how different our service is ’ and once they try us they often compare their past frequent flyer miles to being trapped in a bad relationship. This campaign really grew from that,” said Dimitrios Papadogonas, Director of Marketing at Virgin America. “We have also seen that once people ‘cheat’ on their old airline with us they rarely go back. We wanted to convey that experience gap between our airline and our major legacy competitors in a playful way – in one of our newest markets.”
The “Switch to Virgin America” campaign uses outdoor, online and a switchtovirginamerica.com Web site to invite DFW flyers to dump their soon–to–be “ex–airline” and make the switch to a “younger, hotter” model. With billboard headlines like, “Better–Looking and More Eager to Please” and “Leave Your Airline for One with Game,” the campaign references Virgin America’s hip, mood–lit cabins and in–flight amenities like fleetwide WiFi, power outlets and personal touch–screen seatback entertainment with films, live TV, Google Maps, videogames, seat–to–seat chat, a 3000 MP3 library and more. The “Switch to Virgin America” campaign extends the carrier’s “Breath of Fresh Airline” national campaign, which was launched in spring of 2011.
On the Switch to Virgin America Web site, the “Approximator” asks travelers to enter their legacy airline frequent flyer miles, and based on a miles aggregate of two of the largest legacy domestic airlines, the site calculates the “fun gap” the traveler may have experienced using a number of tongue–in–cheek data points. The “Approximator” then issues a two–for–one DFW flight offer** to make up for those past experiences and to encourage travelers to “make the switch” to a new airline. “Approximator” data points include:
- Number of hours of “wall–stalking” missed due to lack of consistent in–flight WiFi;
- Minutes spent waiting for a drink;
- Instances a traveler may have almost “purchased a garden gnome from an in–flight catalog out of sheer boredom” due to lack of in–flight entertainment;
- Number of hours spent huddled around a terminal outlet instead of plugging in onboard;
- Minutes spent waiting on a standby list to get an “upgrade” to another cramped seat with no TV;
- Times travel plans may have been foiled by frequent flyer black–out dates and many more.
Flyers can share their Approximator results on Facebook and Twitter. The Switch to Virgin America site also invites flyers to write a “Dear John” letter to their ex-airline via a mad-lib tool. The “break-up” letters are share-able on social networks.
Virgin America fares from DFW to both LAX and SFO start from $99** in Main Cabin (with 21-day advance purchase and restrictions, taxes and fees applying). Travel must occur between September 28, 2011 and April 30, 2012. The airline today launches a network-wide “Kickoff to Fall Travel” Fare Sale, encouraging flyers to “touchdown” happy on the airline that offers this season’s nationally televised football games at 35,000 feet – via live seatback satellite TV. Tickets can be purchased on Virgin America’s Web site (www.virginamerica.com) and at 1.877.FLY.VIRGIN (1.877.359.8474).***
Virgin America has swept the major travel awards since its launch, including being named “Best Domestic Airline” in Travel + Leisure’s World’s Best Awards and Condé Nast Traveler’s Readers’ Choice Awards. The airline’s new aircraft offer a host of innovative amenities, including fleetwide WiFi, mood-lit cabins, power outlets and the most advanced entertainment in the skies. The Red™ platform offers each guest their own nine inch touch-screen TV with 35 on-demand films, live TV, Google Maps, videogames, seat-to-seat chat, music videos, a 3000 track MP3 catalog and an on-demand menu – so flyers can order a cocktail or meal from their seat any time during a flight. In addition to a Main Cabin with a deeper, more comfortable pitch, the airline’s First Class offers plush white leather seating with 55 inches of pitch, 165 degrees of recline and lumbar massagers. The carrier’s Main Cabin Select option offers 38-inches of pitch, free food and cocktails, an all–access pass to the Red system’s countless media options, dedicated overhead bins and priority check–in/boarding. Virgin America’s Elevate frequent flyer program offers guests the ability to redeem points for any unsold seat – on any flight, at any time.
The “Breath of Fresh Airline” and “Switch to Virgin America” campaigns were created by Virgin America’s advertising agency–of–record, the San Francisco–based Eleven Inc.
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Media Contact: Abby Lunardini (650) 533-7576 / firstname.lastname@example.org
About Virgin America: Headquartered in California, Virgin America offers guests attractive fares and a host of innovative features aimed at reinventing air travel. The airline’s new aircraft offer interactive in–flight entertainment systems and power outlets near every seat. Virgin America offers Gogo™ WiFi on every flight and hosts the largest in-flight entertainment library in the North American skies via the touch–screen Red™ platform. Virgin America flies to San Francisco, Los Angeles, New York, Washington D.C., Seattle, Las Vegas, San Diego, Boston, Fort Lauderdale, Orlando, Dallas–Fort Worth, Los Cabos, Cancun, Chicago and Puerto Vallarta (starting December 2, 2011). In April, the airline opened its new home as an anchor tenant at SFO’s sleek and sustainable Terminal Two (T2). www.virginamerica.com. For photos + video:http://www.virginamerica.com/about/airline-photos/virgin-america-pictures.html
EDITORS NOTE: Virgin America is a U.S. controlled and operated airline and an entirely separate company from Virgin Atlantic. Sir Richard Branson's Virgin Group is a minority share investor in Virgin America.
*Two-for-one offer terms and conditions: This offer ends at 11:59pm PDT on October 15, 2011. This offer is valid only for DFW to SFO/LAX nonstop or connecting travel; offer is not valid for any multi-city itineraries. Promo code may only be used for bookings made on virginamerica.com and is only valid on itineraries of 2 guests. Fares do not include Passenger Facility Charges of up to $9 each way, the September 11th Security Fees of up to $5 each way and a Federal Segment Tax of $3.70 per domestic segment. A segment is a takeoff and landing. One time use promo code is valid for non-refundable Main Cabin tickets only in fare classes S, L, M, U, E, H, B, or V. Travel must occur between September 14, 2011 and October 27, 2011. Blackout dates do not apply. Promo code may be used only towards newly booked travel and may not be applied to prior bookings. Promo code discount will be deducted off of base fare. Promo code may not be redeemed for cash. Offer is not transferable and cannot be combined with any other offers. Seats are limited, subject to availability, and may not be available on all flights. Tickets require advance purchase of 7 days. If travel is changed or cancelled, promo code discount will become invalid. Changes or cancellations can be made for a $75 fee if changes are made on Virgin America’s website or a $100 fee through all other channels, including the call center and at the airport, plus any increase in fare, if applicable. Tickets purchased through Virgin America’s reservation call center will cost an additional $20 per guest per itinerary; this amount is non refundable if travel is changed or cancelled. Fares will not be honored retroactively or in exchange for any wholly or partially used ticket. Fares, routes, fees and schedules are subject to change without notice. Virgin America will accept one (1) piece of checked baggage up to 70 pounds for $25 for each ticketed guest. The fee per guest for each additional checked bag up to 50 pounds from the second (2) to the tenth (10) is $25. Additional fees apply to baggage exceeding these weight limitations, and other baggage restrictions may apply.
**DFW Fare Terms and Conditions: All Main Cabin fares are one-way and require a 21-day advance purchase. Travel must occur between September 28, 2011 and April 30, 2012. Blackout dates are November 18 through 29, 2011; December 16, 2011 through January 4, 2012; February 17, February 20, April 6, and April 9, 2012. Fares do not include Passenger Facility Charges of up to $9 each way, the September 11th Security Fee of up to $5 each way and a Federal Segment Tax of $3.70 per domestic segment. A segment is a takeoff and landing. Tickets are non-refundable and non-transferable. Seats are limited, subject to availability, and may not be available on all flights. Flights may not operate daily. Changes or cancellations can be made for a $75 fee if changes are made on Virgin America’s website (www.virginamerica.com) or a $100 fee through all other channels, including the call center and at the airport, plus any increase in fare, if applicable. Changes or cancellations of a booking made with Elevate Points will be subject to a $75 redeposit fee. Guests who no-show without a change or cancel prior to the scheduled departure time will forfeit the amount of this fare. In addition, any future flights booked in the same reservation will also be canceled and the fare will be forfeited. Tickets purchased from Virgin America through our reservation call center will cost an additional $20 per guest per itinerary. Any added cost associated with purchasing tickets from Virgin America through our reservation call center will be non-refundable. Fares will not be honored retroactively or in exchange for any wholly or partially used ticket. Fares, routes, fees and schedules are subject to change without notice. Virgin America will accept one (1) piece of checked baggage up to 50 pounds (70 pounds for travel through October 28, 2011) for $25 for each ticketed guest. The fee per guest for each additional checked bag up to 50 pounds from the second (2) to the tenth (10) is $25. Additional fees apply to baggage exceeding these weight limitations, and other baggage restrictions may apply.
***Any guest calling within the United States has access to a complimentary telecommunication relay service by dialing 711. For more information, go to: http://www.nidcd.nih.gov/health/hearing/telecomm.asp.