Virgin to step up UK feelgood factor

Virgin to step up UK feelgood factor
By admin


Virgin Atlantic is preparing to embark on the next phase of its marketing campaign with VisitBritain as it looks to capitalise on the extraordinary publicity surrounding the Olympic Games.

Nations who have hosted major sporting events usually see a tourism lull in the immediate aftermath of the spectacle, Virgin Atlantic Australia general manager Luke Fisher told Travel Today.

But Virgin is bucking the trend with bookings for the next three months above last year.

“We are ahead of our booking curve by 7%-8%,” Fisher said. “History has shown there can be a hiatus after a major event but we are not seeing that. All the entities involved in London are keen to keep the momentum going and we’ve got more activity planned as part of our three year agreement with VistiBritain.”

Virgin signed a $1 million marketing deal with VisitBritain earlier this year with the next phase of the promotion to start mid-August.

Fisher predicted the images of sporting venues set amid famous landmarks will have a positive impact as long as the momentum is maintained.

“Many of us can relate to the sights and there is an affinity with them,” he said. “There have been many powerful images and it will have an impact. We want to capitalise on that goodwill and as a British carrier we have a vested interest.”

Email the Travel Weekly team at traveldesk@travelweekly.com.au

Latest News

  • Aviation

Low-cost Indian carrier SpiceJet continues to burn cash

It’s not just low-cost Australian carriers that are facing hardship. SpiceJet, India’s version of Bonza, recently announced a 72 per cent reduction in its net loss versus last year. But, despite this improvement, the airline has posted losses for six straight years. But it has secured board approval to raise up to INR 30 billion […]

  • Attractions

SAKA Museum recognised in TIME magazine’s World’s Greatest Places 2024

AYANA Resort Bali’s newly-opened cultural and events centre, SAKA Museum has been recognised in TIME magazine’s World’s Greatest Places list for 2024. Part of AYANA Bali’s resort destination, the museum integrates Bali’s rich history with state-of-the-art facilities, making it the centrepiece for the island’s spiritual and cultural heritage. TIME magazine’s inclusion of SAKA Museum in […]

  • Cruise

Silversea taps Barbara Biffi as senior vice president for global sales

Ultra-luxury and expedition cruise travel brand, Silverseas, has announced Barbara Biffi as its new senior vice president of global sales. Biffi joined the company in 2007, holding numerous positions and gaining a deep understanding of the brand, the preferences of its guests and its strategic goals, the company said. An Italian national with a wealth […]

  • Technology
  • Travel Agents

Amadeus welcomes FCM Travel as new reseller partner of Cytric Easy

Cytric Easy, the travel management tool embedded in Microsoft Teams, is to be integrated into FCM Travel portfolio. Amadeus and FCM Travel have extended their Cytric distribution agreement to include Cytric Easy. With this new agreement, global travel management company FCM Travel, becomes a reseller of the innovative travel management collaboration solution embedded into Microsoft […]