Virgin Atlantic: Still red hot, even in a downturn

In the summer of 2008, the airline industry saw passenger numbers falling and soaring oil prices. Virgin Atlantic’s response was to increase its marketing spend and concentrate on brand-building communications to rekindle its spirit. In January 2009 Virgin Atlantic celebrated its 25th birthday by launching ‘Still red hot’, a campaign recognisable from the TV advert featuring cabin crew dressed in iconic red, striding through Gatwick to a soundtrack from Frankie Goes to Hollywood. It delivered the confidence and glamour of the brand to travellers. ‘Still Red Hot’ is estimated to have driven 20% of overall revenue during the campaign timeline, equating to a payback of £10.58 for every £1 invested. The brand TV alone delivered a payback of £14.64.