Virgin Galactic aims to be a brand leader with spacecraft

MOJAVE, CA: Virgin Galactic unveiled its WhiteKnightTwo aircraft, part of its space tourism project, in an effort to position Virgin as an innovative brand leader.

MOJAVE, CA: Virgin Galactic unveiled its WhiteKnightTwo aircraft, part of its space tourism project, in an effort to position Virgin as an innovative brand leader.

Will Whitehorn, president of Virgin Galactic and nonexecutive chairman of Next Fifteen Communications Group, told PRWeek the company focused on several key messages that emphasized the accessibility of space flight for consumers and scientific breakthroughs surrounding the project.

"What I wanted to achieve [with the launch] was a marker on the milestone on the progress," he said. "With every milestone, we are showing that we are getting over [obstacles]."

He added that the company's messaging also addresses concerns that skeptics might have, especially as the aviation sector has been mired with difficulties.

Abby Lunardini, director of corporate communications for Virgin America, added, "The idea of Galactic may sound a little out there at the moment, but so did commercial aviation decades ago."

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