The Magic Behind Virgin Atlantic's Marketing
Case Study: How Virgin Atlantic Creates Timely and Relevant Travel Experiences with Movable Ink
The pandemic developed a pent-up craving for travel across the globe. This gives a harsh flashback to 2020 when most of the world was constrained from leaving home, and the only glimpse of a faraway place was seen through a television, phone, or laptop screen.
The urge to escape one’s living room heightened this sense of wanderlust. But in 2022, with travel for pleasure becoming the new normal again, more people are starting to feel comfortable trading their television remote for a plane ticket.
The health and safety of their teams and customers is Virgin Atlantic’s top priority, always making sure they are well informed and have a worry-free experience, despite the unpredictability of recent times.
As the largest and most successful transatlantic tour operator, Virgin Atlantic’s marketing team needed a way to send personalized communications to each of their customers, no matter where on the map they were traveling. This was crucial to providing the latest protocols and requirements for the customer’s individual destination so they could prepare accordingly before bidding adieu.
This is when the Movable Ink and Virgin Atlantic partnership took off in full flight.
THE CHALLENGE
Finding a way to quickly and efficiently communicate the most accurate COVID-19 requirements depending on the customer’s specific travel arrangements.
THE SOLUTION
Movable Ink’s web crop functionality helped Virgin Atlantic say “bon voyage” to repetitive and manual tasks and “hello” to automation, saving them hundreds of hours in production time, now used to brainstorm strategies for upcoming campaigns. They can also ensure that all information the customer receives is timely and relevant.
Web Cropping for Relevance
Virgin Atlantic worked with Movable Ink to add more personalized elements to their pre-travel email communications. To do this, the most recent travel requirements were automatically pulled from Virgin Atlantic’s website and dynamically brought into the inbox using Movable Ink’s web crop functionality, re-styled to align with the brand’s email guidelines.
A CSV data source, including the airport codes for every destination Virgin Atlantic serves, was used to crop in relevant entry requirements based on the customer’s arrival airport code. Virgin Atlantic can now update the CSV file whenever a new destination is added to the page and it'll remain dynamic within the email, with no extra work needed from their marketers.
On top of this, a purple critical information banner was included at the top of the email. By using a CSV data source, this module dynamically populated real-time destination alerts with the latest travel updates. Virgin Atlantic was then able to communicate vital information to customers within minutes by removing the dependency on manual template updates and resources to output new tests. This feature became a fixture across many different Virgin Atlantic campaigns due to the flexibility and ease it offered their marketing team.
Conclusion
During fast-changing times, Virgin Atlantic used Movable Ink to deliver real benefits to their customers. Through automation, customers received timely and relevant information when they needed it most. Not to mention the added benefit of freed-up resources their marketers used to work on other priority tasks, resulting in a clear return on investment.
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