Virgin Atlantic Airways has left British Airways less than amused after
hijacking its rival's promotion to tout its seventh anniversary offer of
88 free seats.
The seats were snapped up within 45 minutes of the February 15 promotion
breaking in Hong Kong, in which Virgin played up its duck icon,
encouraging consumers to "Duck off to London - free".
Virgin's PR and marketing manager Angelina Wong said the marketing team
had seen the BA ad and thought "why not use it and catch people's
attention in a cheeky way".
The BA ad which caught Virgin's eye offered free flights to either New
York or one of its 77 European destinations to passengers flying between
Hong Kong and London.
Though commonplace in the UK, the cheeky, guerrilla nature of Virgin's
latest promotion has however raised eyebrows in Hong Kong's price-driven
market, where a fierce fare war has broken out on several routes. Some
have also commented on the expletive-like connotation of "duck off".
Ms Wong dismissed any suggestions that it was making a rude jibe at its
rival. "It's linked to our duck icon. It's the second time we have used
the 'duck off' tagline in our promotions; although this is the first
time we have done it in a direct, above the line way."
Virgin's management, added Ms Wong, had also alerted BA the day before
the "Duck off" ad broke.
However, BA's sales and marketing manager for East Asia, Colin Roy,
expressed surprise and disappointment at the way Virgin chose to copy
its creative execution.
"I have heard feedback in the market place that would support our
feelings.
I personally would not use this direction for any brand, particularly in
a market where cultural consideration has to be paramount in all
above-the-line activity," said Mr Roy.
