Branson
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Branson
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.
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Well curse me for a fool but I can't help but like the guy. He has single handedly created more jobs in Australia in the last 5 years than any one else.
He is a bit of a publicity tosser but if I had as much money as him I would make him look positively camera shy.
Paris, here girl, come on smile for the camera...
He is a bit of a publicity tosser but if I had as much money as him I would make him look positively camera shy.
Paris, here girl, come on smile for the camera...
I still want to see him fly solo around the world as back up pilot
in that voyager......without a ppl! Still,his hosties are mainly pretty and younger than the pot boilers in qantas and BA.
in that voyager......without a ppl! Still,his hosties are mainly pretty and younger than the pot boilers in qantas and BA.
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"Still,his hosties are mainly pretty and younger than the pot boilers in qantas and BA".
.......and 3 times more underpaid and overworked....... another way of looking at it.
A definiton of a pure Blond.
.......and 3 times more underpaid and overworked....... another way of looking at it.
A definiton of a pure Blond.
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very true "Global", but weather we like it or not that probably makes him even more astute buisness wise. Why pay more when fools will take less? Appalies in every sector now days not just aviation.
And I have to agree also with you "frangatang" there is no doubt about the quality of the birds at Dj compared to the boilers. (IN lovely superficial viewing terms)...
Cityflyer yesterday Melb to SYD dont think there was one under 45. Got up at one stage out of my buisness seat to ask for another drink (as I couldnt see any FA anywhere, they were all sitting down behind the curtain chatting) to be told "excuse me sir, this is our time NOW!, we are eating our lunch!" (no shiatzu, thats what they said to me.) Geezzz I thought I was the customer.......
Visually and attitude, no matter how Air heady at times they are, the Branson girls win hands down.
I wonder if little Chris C will ever bring in the buisness service. I know where myself and other former Golden Wing people will be heading. ...........But then again I dont pay the Air fair bills..
And I have to agree also with you "frangatang" there is no doubt about the quality of the birds at Dj compared to the boilers. (IN lovely superficial viewing terms)...
Cityflyer yesterday Melb to SYD dont think there was one under 45. Got up at one stage out of my buisness seat to ask for another drink (as I couldnt see any FA anywhere, they were all sitting down behind the curtain chatting) to be told "excuse me sir, this is our time NOW!, we are eating our lunch!" (no shiatzu, thats what they said to me.) Geezzz I thought I was the customer.......
Visually and attitude, no matter how Air heady at times they are, the Branson girls win hands down.
I wonder if little Chris C will ever bring in the buisness service. I know where myself and other former Golden Wing people will be heading. ...........But then again I dont pay the Air fair bills..
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Got up at one stage out of my buisness seat to ask for another drink (as I couldnt see any FA anywhere, they were all sitting down behind the curtain chatting) to be told "excuse me sir, this is our time NOW!, we are eating our lunch!"
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Sad to say Sinala, but I think what Purerisk is saying sounds quite accurate to me. I've flown on a number of domestic flights in Aus as a full paying pax and I have seen this type of attitude. I'm not saying that it is always the case, indeed there are some fantastic FA's who are great, unfortunately now and again you can strike a bad bunch.
Maybe it's a bit unfair to single out FA's, Australia as a whole has a pretty poor service culture. I don't know why it is, but for some reason we just can't seem to get it.
Maybe it's a bit unfair to single out FA's, Australia as a whole has a pretty poor service culture. I don't know why it is, but for some reason we just can't seem to get it.
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sinala1 .........you would think I would be jesting, but I can assure I am not. What I said was 100% true and just one of many examples I could list from over the years.
I am not anti Q or anti DJ etc and dont want to turn this into one of those threads. But in relation to BRANSON this is one of his most clever marketing tools. Along with the obvious good looking FA perception (actually in general I think that one is very true....lol), the other is being a superior attitude in service. Whether its true or not is another thing however this is self helped by the very very long perception and experiences by much of the flying public about other OZ airlines FA attitudes and service prior to Virgin.
I just gave a very recent example of it.
Oh...One more thing, I was a full paying pax in buisness (well my work was anyway.)
all the best
P
I am not anti Q or anti DJ etc and dont want to turn this into one of those threads. But in relation to BRANSON this is one of his most clever marketing tools. Along with the obvious good looking FA perception (actually in general I think that one is very true....lol), the other is being a superior attitude in service. Whether its true or not is another thing however this is self helped by the very very long perception and experiences by much of the flying public about other OZ airlines FA attitudes and service prior to Virgin.
I just gave a very recent example of it.
Oh...One more thing, I was a full paying pax in buisness (well my work was anyway.)
all the best
P
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PureRisk I am sorry that you experienced such apparently bad service. I can assure you had it been on my flight, such a thing would not have happened! I have been under the employ of the Virgin group for 3 years now, 2 of those years supervising the cabin, and an incident such as the one you described quite simply would not occur if I was onboard! Not meaning to sound arrogant and/or up myself, but I was very disappointed when I read about your experience in requesting a drink.
Rest assured, there are Australians out there who are quite capable, willing, able and happy to be able to provide a superior level of customer service (and not just with DJ, I have friends who fly for AO/QF/JQ etc who are able to do the same
)
Rest assured, there are Australians out there who are quite capable, willing, able and happy to be able to provide a superior level of customer service (and not just with DJ, I have friends who fly for AO/QF/JQ etc who are able to do the same
)
Branson a tosser? Have you met the guy?
I think he deserves a big Thumbs Up for all he has done.
So, he has made a bit of money from being successful.
Give the guy a chance.
I think he deserves a big Thumbs Up for all he has done.
So, he has made a bit of money from being successful.
Give the guy a chance.
The tall poppy syndrome alive and well I see.
PureRisk. I am sorry you got the standard of service from my company that you did. I can only suggest you notify cabin crew management in writing with your flight number and date.
rtforu, I think it's perfectly fair to single out individual FA's as these people are dragging the rest of the company down with their poor attitude towards our main asset...our customers.
Without them, we are nothing.
PureRisk. I am sorry you got the standard of service from my company that you did. I can only suggest you notify cabin crew management in writing with your flight number and date.
rtforu, I think it's perfectly fair to single out individual FA's as these people are dragging the rest of the company down with their poor attitude towards our main asset...our customers.
Without them, we are nothing.
