rtforu
24th Nov 2004, 17:29
Sir Richard the stuntman prepares to fly
By Julian Lee
November 25, 2004
When you have a public relations property as powerful as Sir Richard Branson, who needs to buy media space for an advertising campaign?
Despite Virgin Atlantic putting $2 million behind a campaign that pushes its Upper Class Suite - the on-board bar and massage and the limo service at each end of the trip - it is the bearded knight who will ultimately get bums on seats, says the airline's marketing director, Gia Acitelli.
Even before Sir Richard hits the tarmac on December 8 with 150 British media, VIPs and frequent flyers in tow for a three-day junket, the PR machine will grind into action. "It's going to be enough to get us on the map," Acitelli predicts.
Sir Richard has driven a tank on the Harbour Bridge to promote mobile phones, erected a gravestone at Sydney Airport to signal the end to his dispute over the old Ansett terminal and "operated" on comedian Jimeoin at the launch of his credit card.
In this cost-driven age, it's amazing that Virgin Atlantic has not analysed the impact of his stunts. "We couldn't put a value on it," Acitelli says. "The brand is enough [proof] in itself. Look around."
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AdvertisementIt works. Branson's products consistently make it out of the business pages and into the mainstream media, such as The Footy Show and Good Morning Australia. Fifty thousand people signed up for his credit card in a week and his mobile business saw an 85 per cent lift in sales following his tank stunt, staged a number of weeks after Virgin Mobile's launch.
This time, a party for 1500 on Sydney Harbour will be the setting for the unveiling of what Acitelli calls a "world first" for Virgin Atlantic and she says she's "looking at a number of opportunities" for stunts.
The advertising by Host with the Glue Society marks a move away from Virgin's proven practice of knocking the competition.
"We've changed, matured," Acitelli says. "We want to focus on the product more ... and we acknowledge we're up against three very strong competitors in Qantas, British Airways and Cathay."
But Noel Turnbull, director of Growth Solutions Group, questions how much longer Branson will enjoy adulation in the eyes of the media and the Australian public. In the UK, some of his ventures - most notably his rail company and cola drinks - have been disasters.
"There has been much greater scrutiny of his accounts over there," Turnbull says. "In Australia he's still associated as the popular aggregator of consumers who wish to smash large corporations. But after a while people [in the UK] got sick of him ... it started with the media. Will that happen here?"
MMM... As most Aussies would say, this guy is starting to look like a bit of a DI#K!!!!
It's bad enough that we have to put up with the fast talker, Godfrey.
By Julian Lee
November 25, 2004
When you have a public relations property as powerful as Sir Richard Branson, who needs to buy media space for an advertising campaign?
Despite Virgin Atlantic putting $2 million behind a campaign that pushes its Upper Class Suite - the on-board bar and massage and the limo service at each end of the trip - it is the bearded knight who will ultimately get bums on seats, says the airline's marketing director, Gia Acitelli.
Even before Sir Richard hits the tarmac on December 8 with 150 British media, VIPs and frequent flyers in tow for a three-day junket, the PR machine will grind into action. "It's going to be enough to get us on the map," Acitelli predicts.
Sir Richard has driven a tank on the Harbour Bridge to promote mobile phones, erected a gravestone at Sydney Airport to signal the end to his dispute over the old Ansett terminal and "operated" on comedian Jimeoin at the launch of his credit card.
In this cost-driven age, it's amazing that Virgin Atlantic has not analysed the impact of his stunts. "We couldn't put a value on it," Acitelli says. "The brand is enough [proof] in itself. Look around."
Advertisement
AdvertisementIt works. Branson's products consistently make it out of the business pages and into the mainstream media, such as The Footy Show and Good Morning Australia. Fifty thousand people signed up for his credit card in a week and his mobile business saw an 85 per cent lift in sales following his tank stunt, staged a number of weeks after Virgin Mobile's launch.
This time, a party for 1500 on Sydney Harbour will be the setting for the unveiling of what Acitelli calls a "world first" for Virgin Atlantic and she says she's "looking at a number of opportunities" for stunts.
The advertising by Host with the Glue Society marks a move away from Virgin's proven practice of knocking the competition.
"We've changed, matured," Acitelli says. "We want to focus on the product more ... and we acknowledge we're up against three very strong competitors in Qantas, British Airways and Cathay."
But Noel Turnbull, director of Growth Solutions Group, questions how much longer Branson will enjoy adulation in the eyes of the media and the Australian public. In the UK, some of his ventures - most notably his rail company and cola drinks - have been disasters.
"There has been much greater scrutiny of his accounts over there," Turnbull says. "In Australia he's still associated as the popular aggregator of consumers who wish to smash large corporations. But after a while people [in the UK] got sick of him ... it started with the media. Will that happen here?"
MMM... As most Aussies would say, this guy is starting to look like a bit of a DI#K!!!!
It's bad enough that we have to put up with the fast talker, Godfrey.