CASE STUDY: Virgin Atlantic Collaboration with Bacardi Martini
Provided by Spafax
Building a long term marketing alliance between Bacardi Martini and Virgin Atlantic.
What was the Challenge / Background of the Campaign?
An open brief to build an organic, non-prescriptive, long-term marketing alliance between Virgin Atlantic and Bacardi Martini. This alliance is based on a passenger benefit but delivers on-board listings for Bacardi portfolio, exposure for their marketing where their products are being consumed and innovations in the way their products are served.
What was the Campaign Objective?
Showcase as much of the Bacardi portfolio throughout the passenger service flow from Clubhouses to on-board delivering loyalty for both brands and PR, savings and revenue for the airline. Also enhanced quality of brands e.g.. Bombay Sapphire in Economy and better standard of service e.g.. Cocktail service in Virgin Atlantics 10 global Clubhouses.
What was the Solution?
It started in 2003 with Bacardi teaching the Heathrow Clubhouse team to make cocktails. For entertainment value the bar team taught passengers how to make a Martini like James Bond. The team now create their own cocktails on a regular basis for a standard of service that you would expect from a top London bar. The Grey Goose loft bar on the upper floor of Heathrow Clubhouse was officially opened by superstar DJ Pete Tong in 2011 and is dubbed "the world's most outrageous airport bar" by Forbes.
What were the Results?
Bacardi have delighted and connected with millions of their target demographic in the uncluttered environment that Clubhouses and inflight provide. They have reached their customers in a relaxed state of mind and when they are most receptive to their marketing message. Inflight retail sales of Bombay Sapphire and Bacardi Superior (9 litre cases) have grown by 92% and 280% respectively since 2008. Grey Goose has grown by over 500% since 2010. (Source - Tourvest Duty Free)
What were the Key Learnings of this Campaign?
Long term collaboration with like-minded brands delivers way beyond expectations of a linear marketing campaign. Everyone wins but most especially the passenger.