It doesn't take a genius to see the relevance to the brand. Trying to enter the busy travel market without something special is going to be tough. So what has it got?
There's a quirky quiz when you join which finds other 'vtravellers' you are similar to. But do I care that I'm 68% similar to Nickyb? I already have travel-friends I connect with via Facebook and Twitter.
At first I liked the idea of the Trip Pods, which let you bookmark content from any site into one folder. On paper, sounds like a cool idea - but I use bookmarks, Delicious, a Google doc or some paper.
The destination guides are cool, but I have Lonely Planet. Uploading photos: super, but I already use Flickr and Picasa. You get the idea.
The big ad for Singapore Airlines that was there when I landed also somewhat undermined the subtle Virgin Atlantic sponsorship.
This is the interesting start of a platform. Virgin Atlantic just has to make it stand out.
Focusing on being the best at one or two things, rather than average at a bunch of things, would be the smart way to go.
Agencies: Vexed Digital, Attik.
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