Virgin America Airline Appoints New VP of Marketing
Calvert will take the place of Porter Gale who left Virgin earlier in 2011 to pursue other opportunities.
Calvert will lead the airline’s Brand and Online Marketing, In-flight Content and Loyalty teams.
She will play a leading role in developing the Virgin America brand as the airline continues to grow into new markets across North America.
Calvert comes to Virgin America with an impressive array of successful companies as a leading digital marketing strategist and online consultant with Louis Vuitton Moet Hennessy’s (LVMH) Fendi and Moleskine brands in Italy as well as Calvin Klein Cosmetics, Netflix and Ebay. Calvert served as creative director at Google, where she managed the brand globally and developed campaigns to bring Google products directly to consumer and business audiences — including Google Checkout, Google Apps, iGoogle and Google Maps.
Virgin America, known for its use of social media and edgy marketing campaigns, has been successful at conveying the idea that the company provides an entertaining and comfortable way to travel.
Calvert said her approach to marketing and advertising steers away from use of traditional vehicles like TV and billboard advertising. She prefers using other avenues – like social media or events – to draw in customers.
The airline, based in Burlingame, flies to 14 cities, increasing to 16 by the end of the year. The company said sales grew to $724 million last year, a 32 percent improvement over 2009.
Virgin America is planning the first major renovation of its in-flight offerings. The move holds big implications for the airline, which has attracted a strong following among travelers who say they are drawn to amenities like power plugs at every seat, a wide array of video games and even techno music in the bathrooms.
Travelers won’t see the changes until 2012, executives said. We wish Ms. Calvert the best of success for her and Virgin America in the coming years!
Event City Premier Magazine
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