Virgin Atlantic revamps customer database

by Charlie McCathie, Brand Republic 13-Sep-07, 14:00

LONDON - Virgin Atlantic is launching a new customer marketing database in an attempt to accurately target direct marketing communications and gain greater customer insight.

Identex, the data marketing firm, created a successful pilot for the system before crafting the final product. The database is linked to Alterian and interfaces with an external email services provider.

Customers on the database will receive latest offers, information on new routes, new opportunities to earn flying club miles and communications in relation to their flights.

Virgin Atlantic recently announced it is spending more money on digital marketing, and has asked digital agency Saint@RKCR/Y&R to reassess its online activity.

Gyro handles the airline's £3m direct business, including data, creative and electronic customer relationship marketing.

Virgin Atlantic is Britain's second-biggest carrier, offering long-haul services between Manchester, London's Gatwick and Heathrow airports and 27 destinations including Las Vegas and Shanghai, and from November, Mauritius.

Identex is part of the Omnicom Group, and counts Daimler Chrysler UK, Cancer Research UK, Diageo and Interflora among its clients.