Case Study: Virgin Atlantic achieves personalized travel experiences and a 70% increase in marketing visibility with Adobe Target

Virgin Atlantic makes travel experiences more personal

Virgin Atlantic needed to make its digital experience more personal and consistent across the full travel journey but faced siloed teams, fragmented customer data, and poor marketing visibility. To solve this they engaged Adobe Target as part of the Adobe Experience Cloud (including Audience Manager, Experience Manager, Campaign and Analytics) to integrate and automate customer data, increase testing and personalization, and break down team silos.

Using Adobe Target alongside Adobe Campaign, Audience Manager and Analytics, Adobe Customer Solutions helped integrate systems, build testing and targeting workflows, create automated journey campaigns, and train Virgin Atlantic teams. The work delivered highly personalized "Ready to Fly" campaigns, weekly performance dashboards, a 70% increase in marketing channel visibility and 50% of the acquisition target in the first fully integrated campaign, while boosting test adoption and Flying Club loyalty.

Virgin Atlantic

Neil Letchford

Head of Digital Enterprise