Virgin Atlantic utilises consumer data to create personalised 'Ready to Fly' content

Virgin Atlantic has launched a data driven, personalised communications programme, dubbed Ready to Fly, to target its consumers with relevant and useful information before their trip.

Ready to Fly, created by Naked Communications, is a series of personalised emails that link to a dynamic microsite providing location-based, customer centric services and information ahead of flying with the airline.

The idea is to streamline the check-in process for Virgin Atlantic consumers, and also dish out bespoke content, unique to each passenger at each stage of their booking process.

Michelle Robinson, global strategic marketing communications manager at Virgin Atlantic commented: “Ready to Fly really captures our goal of transforming our business to genuinely put our customers first. Not only does it champion the idea of a truly individual experience leading up to a trip by offering rich, relevant content when it matters most, it also delivers perfectly against our brand personality.”

The programme will initially be available to customers travelling from London to New York and London to Orlando, with a fuller roll out planned for the New Year.

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