Virgin Voyages is Disrupting the Cruise Industry with Risk built into their DNA

Virgin is a powerful brand that's succeeded across many ventures: media, airlines, mobile and more. Now, they've set their sights on the cruise ship industry. They've launched an entirely new cruise line during the pandemic, and are taking the guest experience to a whole new level with massive success.

 

In this episode we discuss:

• Ways that Virgin Voyages is differentiating the guest experience for their users (aka sailors) through entertainment, food and novel itineraries
• How they’ve tweaked their marketing messages to ensure safety and a feeling of trust for a post-covid world
• Campaigns and tactics they’ve implemented to grow brand awareness including celebrity endorsements and referral campaigns
• How the halo effect and established goodwill of the Virgin brand has impacted the success and market adoption of their new products, including Virgin Voyages

Guest Bio: 

Mariana Fonseca is the Vice President of Digital Experience and Loyalty at Virgin Voyages. Mariana oversees the teams that curates irresistible digital journeys for its Sailors on web, app and on-board digital properties. She works across different teams to drive brand loyalty by leveraging all customer touchpoints and experiences. Before joining Virgin Voyages, Mariana spent ten years at American Airlines in various leadership positions in finance, alliances, planning and product management. 

Justin Terry serves as the Senior Director of Growth at Virgin Voyages. In this role, he leads a team responsible for introducing the world to Virgin’s new cruise brand, and driving growth through a data-driven, sailor-centric, and FUN approach to paid media, organic social, partnerships, and brand work. 

Brave Pick: This week’s Brave Pick of the Week is Near Protocol. Check out their website here.

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About this Show:

Brave is at the forefront of a new online privacy frontier and has unique insight into the future of marketing and advertising in a cookieless world. If you're an agency, brand marketer or entrepreneur challenged by the changes in ethical advertising, consumer privacy and buyer expectations, this podcast will provide a backstage view of how influential marketers at top brands and agencies are responding to what's next.

 

Music by: Ari Dvorin

Hosted by: Donny Dvorin