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

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