Virgin America Shifts All Media Business to Eleven

Airline Expands Relationship With San Francisco Agency

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Virgin America named Eleven its media agency of record, expanding its relationship with the independent San Francisco firm, which already supports the airline's creative and offline planning and buying duties.

In the new role, the agency will handle all planning and buying activity, including traditional, digital, search and emerging media.

In the move to consolidate its creative and media agencies, the airline shifted the digital media and search business from incumbents Carat and iProspect, both Aegis firms, without a review, said Virgin America's VP-marketing, Porter Gale. Aegis did not immediately respond to a request for comment.

"We're growing so rapidly that every dollar and hour of staff time counts," she said, referring to the airline's plan to expand its fleet with 60 new planes over five years. "We wanted to maximize efficiency. We're integrating the digital and traditional aspects of our business."

As the brand expands into new markets, she said that it'll likely increase its media spending, especially in digital as a large percentage of sales comes from its website. The airline spent $6.3 million in measured media in 2010, according to Kantar Media.

"Eleven has grown quite a bit over the last several years since we started working with them," said Ms. Gale. "They have great strategic strength."

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