Building a brand, while winning in the short term.
VIRGIN HOTELS / BRAND UPDATE
Everybody loves the Virgin brand. But their newest offer, Virgin Hotels, had less than 1% awareness. And while Virgin had equity as a disruptor brand, the luxury hotel market is super crowded. So what exactly were we disrupting? The answer was found in brand experience. While others were showcasing their hotels as a place to rest, we chose to position ours as a place to play. Where interesting people come meet other interesting people. Our new platform: Where Interesting Stays.