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We live in an era that’s been defined in part by the ugliness of the culture wars pervading media. Nevertheless, major brands have attempted to widen their consumer bases by proactively representing and championing LGBTQ+ communities.
But post-pandemic, one aviation brand in particular has caught the attention of travelers by showcasing its internal mantra of being “different” while offering an inclusive message.
In April 2022, as air travel looked to regain its footing following the heavy impact of the Covid-19 pandemic, Virgin Atlantic released its brand campaign “See the World Differently.”
The British airliner is majority owned by Virgin Group and currently flies to 34 countries across five continents, including 15 cities across the U.S. and five in the U.K. According to its 2022 financial statement, the airline’s vision is to be “the most loved travel company.”
The report read: “By harnessing the power of our people, our purpose and our brand, we will deliver [the] most loved journeys for our customers through thoughtful experiences that feel brilliantly different at every opportunity.”
With travel once again opening up at the end of the first quarter and demand on the rise, Virgin Atlantic would go on to record end-of-year revenue of $3.6 billion (2.85 billion pounds) for 2022, coming close to pre-pandemic revenue from 2019 of $3.7 billion (2.9 billion pounds).
I wanted to make sure that we were really sensitive, really diligent to how that was going to be so that it felt truly joyous, but also purposeful.
Annabelle Cordelli, vp of global marketing, Virgin Atlantic
Also cited in the report, “See the World Differently” was highlighted as having delivered a 1.1-point uplift in brand power. It also led the way for the company’s “Be Yourself” manifesto, which encouraged its employees express their identities freely in the workplace, introducing relaxed policies around visible tattoos, gender identity and uniforms to instill a sense of inclusion and belonging. That would be promoted through a follow-up campaign in the autumn featuring TV host and producer Michelle Visage.