I recently returned from a much-anticipated voyage that had been in the planning stages for years – a cruise with Virgin Voyages. My initial excitement stemmed from signing up for the inaugural voyage when Virgin first announced the launch of their cruise line. Unfortunately, the onset of Covid-19 led to the cancellation of the cruise. However, I finally seized the opportunity for this long-awaited journey and made the journey in November 2023.
My admiration for Sir Richard Branson and his ventures goes back to my childhood in England when he introduced Virgin Records. At the time, I was a devoted patron of his record store, and I followed his innovative approaches long before the era of social media and LinkedIn “followers.” Branson’s “Screw it – let’s do it” motto has inspired countless individuals to take risks. Despite the perception that Sir Richard is an unabashed risk-taker, my years of following him have revealed his very calculated approach to risk and it has paid off remarkably well.
Virgin’s remarkable brand is built on prioritizing customer experience marketing, a concept they embraced before it even had a name. By making the consumer experience and journey the focal point of product development, Virgin has crafted a brand known for its awareness, fun, and light-heartedness. Their strategy involves not taking themselves too seriously and infusing customer experience marketing into every aspect of their endeavors.
My own foray into applying Virgin-inspired marketing occurred when I launched the Jitterbug phone, designed for older adults, in collaboration with Arlene Harris in 2005. Tasked with writing the product manual, I sought to inject an element of fun to demystify the technology for users. The manual featured “fun facts” about cellular technology, vibrant colors (at an increased cost), readable fonts, and plentiful illustrations. The result was a manual that customers actually read, facilitating the adoption of the technology by the non-mobile age group.
As a dedicated follower of the Virgin brand, I’ve incorporated elements of their customer-focused marketing into various companies I’ve worked with. Through research and observation, I’ve successfully brought their customer-centric approach to other positions I’ve held. During my consultancy with MDLIVE in Florida, I exclusively flew Virgin Airlines weekly from LA to Fort Lauderdale for 18 months. The unparalleled airline travel experience cemented every Virgin ideal and left me heartbroken when the airline was eventually sold.
What was my experience like on Virgin Voyages, the cruise I had eagerly anticipated but was delayed due to COVID-19? The customer service surpassed my expectations, providing an exceptional experience. Accompanied by a group of eight friends spanning various age groups from mid-twenties to late 50s, we all had an incredible time. Rather than targeting a specific demographic, the cruise focused on a lifestyle. Exclusively for adults aged 21 and above, it allowed for a touch of naughtiness.
Virgin Voyages, at its core, embraces a celebration of fun and individuality. The staff, equipped with a service warrior’s heart, are genuine and authentic individuals who fully embrace the lively and joyful spirit of Virgin. Everyone on board had only positive remarks about Sir Richard, with his leadership style being highly valued by the team.
The essence of the Virgin brand, whether in Virgin Voyages or other Virgin ventures, embodies joy and fun. To reintroduce fun, joy, and awe into your life and your brand, one only needs to adopt a childlike approach, much like Sir Richard Branson himself.