Virgin Atlantic's Karen Kerslake looks back at her top campaigns
AirCargo archive stories issue 234
Thursday, 29 January 2015
WINNING ‘best global advertising campaign for a cargo airline’ was always on the cards for Karen Kerslake (right), UK-based marketing communications manager for Virgin Atlantic.
Earlier campaigns created by her included a famously risque campaign with a photocopier that created critical attention among the cargo fraternity, but any campaign remembered three years after the fact obviously achieved its objective and then some.
Kerslake has been with Virgin Atlantic most of her working life and will celebrate her 20th anniversary with the UK-based carrier later this year.
“You could say I was in the right place at the right time,” said Kerslake. “The airline was founded in June 1984 and was just hitting its straps when I joined the marketing department. It has been an incredibily-successful story and I am fortunate to have enjoyed a wonderful career seeing the airline develop and telling the world how good we are.”
Creating ‘advertising campaigns that sell’ depends of them being noticed. Airlines spend relatively big budgets in a very competitive market and need to cut through other types of promotion to educate the consumer or client on the value proposition.
“Spending often large promotional dollars on creative and advertising placement demands a return for that investment. I want our customers to look at and remember a Virgin ad campaign, not just glance over it. Having an impactful image, keeping copy short and to the point and having a call to action are the vital elements of a successful campaign,” said Kerslake.
“Obviously we also take a lot of care in picking the right platforms to showcase our advertising because that is as key, if not more important, than the actual design. A great ad is only effective if it reaches your customer audience.”
Creating good advertising is often said to be 10 per cent product and 90 per cent inspiration. Kerslake says loving the cargo industry and the people gives her inspiration. “At Virgin, we have a terrific brand that is recognised all over the world and great people who offer a brilliant service. We like to promote the fact we are different in our approach both in the service we offer but also in our marketing activity. I like to have fun, get noticed and leave people wanting more from our marketing. Anyone can create an ad, creating one that is memorable is the biggest challenge.”
Many marketing pundits say the market has changed and that social media is the new driving force in marketing, but Kerslake doesn’t agree.
“Social media just gives airlines another platform to use for their marketing and communication activity. It also offers a great platform for customers and people interested in cargo to get in touch and express their views. Obviously from a news point of view, information moves much faster and is spread more widely thanks to the web. I take and use social media to advantage but it is all relative. The airline is very active via social media and in cargo, it is something we will be looking more closely at in 2015 because there is no doubt it has to form part of the overall marketing mix,” she said.
When it come to specific campaigns Kerslake prefers visual impact over information/editorial style advertising.
“How often do any of us read an ad that has a lot of copy?” said Kerslake. “I believe it is the image and headline that captures your attention. Personally, heavy copy ads turn me off.”
What impresses Kerslake in good advertising copy other than her own creative?
“These days technology is setting a cracking pace and marketing departments can call on some really incredible ideas to get the message out. When it comes to other airlines, there are two who stand out, Emirates and Thai.”
What advertising works best for Virgin? Print, radio, tv, digital, cinema, direct mail, famils etc etc?
“The best form of marketing/advertising is face to face and this is what Virgin focuses on most of all. I also think direct mail is vital and print/online advertising is the icing on the cake to reach a greater audience.”
Virgin Atlantic's Karen Kerslake looks back at her top campaigns
AirCargo archive stories issue 234
Thursday, 29 January 2015
WINNING ‘best global advertising campaign for a cargo airline’ was always on the cards for Karen Kerslake (right), UK-based marketing communications manager for Virgin Atlantic.
Earlier campaigns created by her included a famously risque campaign with a photocopier that created critical attention among the cargo fraternity, but any campaign remembered three years after the fact obviously achieved its objective and then some.
Kerslake has been with Virgin Atlantic most of her working life and will celebrate her 20th anniversary with the UK-based carrier later this year.
“You could say I was in the right place at the right time,” said Kerslake. “The airline was founded in June 1984 and was just hitting its straps when I joined the marketing department. It has been an incredibily-successful story and I am fortunate to have enjoyed a wonderful career seeing the airline develop and telling the world how good we are.”
Creating ‘advertising campaigns that sell’ depends of them being noticed. Airlines spend relatively big budgets in a very competitive market and need to cut through other types of promotion to educate the consumer or client on the value proposition.
“Spending often large promotional dollars on creative and advertising placement demands a return for that investment. I want our customers to look at and remember a Virgin ad campaign, not just glance over it. Having an impactful image, keeping copy short and to the point and having a call to action are the vital elements of a successful campaign,” said Kerslake.
“Obviously we also take a lot of care in picking the right platforms to showcase our advertising because that is as key, if not more important, than the actual design. A great ad is only effective if it reaches your customer audience.”
Creating good advertising is often said to be 10 per cent product and 90 per cent inspiration. Kerslake says loving the cargo industry and the people gives her inspiration. “At Virgin, we have a terrific brand that is recognised all over the world and great people who offer a brilliant service. We like to promote the fact we are different in our approach both in the service we offer but also in our marketing activity. I like to have fun, get noticed and leave people wanting more from our marketing. Anyone can create an ad, creating one that is memorable is the biggest challenge.”
Many marketing pundits say the market has changed and that social media is the new driving force in marketing, but Kerslake doesn’t agree.
“Social media just gives airlines another platform to use for their marketing and communication activity. It also offers a great platform for customers and people interested in cargo to get in touch and express their views. Obviously from a news point of view, information moves much faster and is spread more widely thanks to the web. I take and use social media to advantage but it is all relative. The airline is very active via social media and in cargo, it is something we will be looking more closely at in 2015 because there is no doubt it has to form part of the overall marketing mix,” she said.
When it come to specific campaigns Kerslake prefers visual impact over information/editorial style advertising.
“How often do any of us read an ad that has a lot of copy?” said Kerslake. “I believe it is the image and headline that captures your attention. Personally, heavy copy ads turn me off.”
What impresses Kerslake in good advertising copy other than her own creative?
“These days technology is setting a cracking pace and marketing departments can call on some really incredible ideas to get the message out. When it comes to other airlines, there are two who stand out, Emirates and Thai.”
What advertising works best for Virgin? Print, radio, tv, digital, cinema, direct mail, famils etc etc?
“The best form of marketing/advertising is face to face and this is what Virgin focuses on most of all. I also think direct mail is vital and print/online advertising is the icing on the cake to reach a greater audience.”
WINNING ‘best global advertising campaign for a cargo airline’ was always on the cards for Karen Kerslake (right), UK-based marketing communications manager for Virgin Atlantic. 
When it come to specific campaigns Kerslake prefers visual impact over information/editorial style advertising.
