Virgin Atlantic in leisure push

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

marketing.

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

passengers.

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

Campbell Rolfe.

This article was first published on Marketing