This is the kind of brand story that could really have its ups and downs.
On March 24, the CW Network will begin airing "Fly Girls," (click to view videos) an eight-week reality television show that follows the lives of five female flight attendants who really work for Virgin America, the upstart US division of Virgin Airlines.
As is typical of reality TV, "Fly Girls" will offer viewers an inside, uncensored view of the women's escapades – and therein lies what could be a huge risk to the Virgin America brand. Already, the Association of Flight Attendants union is expressing disappointment that the show "appears to portray flight attendants as party girls in search of fun and adventure." Indeed, the show does seem to reinforce the less-than-savory stereotype of "stewardesses" in the good old days – not to mention the fact that one-third of Virgin America's flight attendants are male.
But Virgin America doesn't seem to be concerned. Porter Gale, VP of marketing for Virgin America, tells The Wall Street Journal that the show "will have an amplifier effect and we will get exposure, press and buzz." Virgin America, unprofitable since its 2007 launch, may need all the marketing help it can get.
Richard Branson, the billionaire visionary, entrepreneur extraordinaire and face of Virgin Atlantic, is no stranger to controversity as can be seen from this classic�TV commercial which aired in the U.K. back in 1984.� Too hot for the U.S.�
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Actually, reality TV is just what you might expect from a brand that is partially owned by Virgin Group, the conglomeration of companies founded by the brash, and some would say eccentric, Richard Branson. Branson, of course, is known to be the consummate showman when it comes to brand promotion. As reported in brandchannel, Branson unveiled "SpaceShip Two," Virgin Galactic's first commercial spaceship, to much glitz and fanfare late last year.
Even Virgin America is being a bit cautious, though. While the airline allowed the show's production crew on board its flights it "didn't invest in the project," according to The Wall Street Journal. Nonetheless, "Sir Richard has some cameos in the series."
Let's see if viewers keep the series up in the air, or if it hits the ground with a thud.
COMMENTARY:�� I predict that Richard Branson, founder and CEO of Virgin Atlantic�will score a publicity coup worth illions.��This is all about branding, and no one does this better than Richard Branson.� I would say that Richard Branson has done a great job of self-promotion.� He is a brand, and a very recognizable one.� However, I am not so sure that that many people know that much about Virgin Atlantic.��"Fly Girls" represents a great opportunity to�increase Virgin Atlantic's�brand recognition.� ��
If you want to make a statement, make it a "loud" one.� Take risks is what I say.��Everything Richard Branson does is high visibility with a lot of impact.�(See my previous post regarding the Virgin Glactic)�
I have stayed at a lot of low-budget hotels while on the road, and have had an opportunity to speak with the airline pilots and several flight attendants, and the�job is not what a lot of people imagine.��The hours are long,�for little pay, and there can be moments of stress getting to and from the airport and during flights.���
I can hardly wait to see�"Fly Girls" when it begins airing on March 24.� Click here to view�a list of television stations airing�CW Network.
Courtesy of an article dated March 16, 2010 appearing in BrandWeek���
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