2010-01-05

Tourism Marketings New Frontier

Virgin Galactic goes where no marketers have gone before

There’s a fascinating case study in tourism marketing happening right now. The world’s first commercial spaceline, Virgin Galactic, is ramping up marketing efforts for its fledgling space program. The story of Richard Branson’s quest for space has been unfolding for over a decade already, but with the December 7 unveiling of their newest space craft, Virgin Galactic’s vision of space travel for the masses seems close to realization.

Virgin Galactic Booking

It’s the journey, not the destination

Virgin is selling the opportunity to be among the first to visit a place so unique, so remote, that there is actually nothing there for travelers except a spectacular view and a trip home. Similar in concept to the sight-seeing flights over Antarctica, the chance to see the sweep of the Earth from space – its continents, oceans, mountains, even its weather systems – takes recreational travel a quantum leap beyond looking at ice fields from an airplane. (And just look at the cool suits the future astronauts will wear!)

Virgin Galactic Astronauts

A space age for the rest of us

Virgin Galactic is launching a new era for the travel and tourism industry – a second-coming of the space age – and everyone is invited (well, everyone with $200,000 for a ticket). Even with no actual flights scheduled yet, the waiting list for this remarkable travel opportunity includes over 300 individuals who’ve made deposits of $20,000 or more.

Inspiring belief in the reality of space travel

The challenges of marketing this experience, given its novelty and high price tag, are considerable. Virgin Galactic’s lead agency, Beattie McGuinness Bungay, described their job as two-fold: “Firstly to inspire people to believe in the prospect that space travel for the masses will become a reality in our lifetimes. Secondly to encourage high net worth individuals to become pioneers now.” (Of course, some will be inclined to go just because they can.)

The new Virgin Galactic website was created by UK digital agency, Outside Line. The site features images and illustrations of the space craft, news updates and a booking option. You’re invited to “join over 300 Virgin Galactic astronauts who will venture into space” by booking directly through Virgin Galactic or with “your local accredited space agent.” I was excited to see that there are four space agents here in New York.

Virgin Galactic SS Enterprise

This is going to be a wild ride

The language and imagery of Virgin Galactic’s marketing remind me of recruiting posters for some Sci-Fi space academy. And this is the perfect venue for some exciting and colorful brand story-telling. I may not be ready to make a deposit, but I’m really looking forward to watching this revolutionary advertising campaign take off over the next three years.

This post was originally posted by mshipley @ Our Blog .
> Read the original post here