Virgin Atlantic has appointed Rapier Stead & Bowden to handle its
direct marketing account, estimated to be worth more than pounds 3m.
The airline, popular among business customers, aims to convert them to
leisure passengers via a targeted DM campaign.
It will aim to expand its existing database of 200,000 frequent flyers
by 50%. The first activity begins in February.
’We will be building on our relationship with business travellers and
looking at how we can develop them as leisure travellers - something we
have never done before,’ said Alison Copus, general manager
The company began by concentrating on flying business passengers to
destinations such as New York. It has since added more destinations and
feels it is in a position to compete with British Airways for leisure
Rapier Stead & Bowden replaces KLP, which held the account for two years
until August. It was responsible for launching Virgin Atlantic’s Flying
Club in February.
The airline’s pounds 6m above-the-line account is held by Rainey Kelly
This article was first published on Marketing