Virgin Atlantic

A Virgin airplane parked on the runway, with a clear sky and clouds in the background. The aircraft is a Boeing 737 Next Generation, featuring a narrow-body design and twinjet engines. The tarmac is visible along with some grass near the airport.

“We are using Screendragon to measure our speed-to-market. In the long term, we want to utilise the data in Screendragon to identify process inefficiencies and measure the true cost saving of insourcing by assigning the internal team with their daily rate”

James Heimers
CRM Planning and insight
Virgin Atlantic

Virgin Atlantic is a UK-based airline recognized for its customer-centric innovation, premium service approach, and bold brand identity. With a focus on both leisure and business travel, it connects the UK to destinations across the Americas, Africa, Asia and the Middle East. Virgin Atlantic (VA) has in recent years set-up an in-house agency to serve the fast-moving needs of the business and is using Screendragon to support their operations. Virgin Atlantic continues to use external marketing partners to support a variety of strategic communications work.

A white airplane with a red tail featuring blue text, identified as Virgin Atlantic, soaring through the sky during takeoff.

The Challenges / Goals

Speed-to-market – VA believed gains could be achieved by having closer collaboration with business requestors and staffing up their in-house agency to handle more work
Simplifying execution and analysis – centralizing different data streams to allow for easier insights
Create marketing cost savings – by internalizing some marketing activities, VA believed it could create cost efficiencies versus relying fully on external vendors

The Solution

Virgin Atlantic partnered with Screendragon to implement its Marketing Project Management solution. Within a couple of weeks, the Out of the Box software was configured for VA’s in-house agency ways of working.

The Benefits

Speed of throughput – having the ability to identify inefficiencies has enabled VA to go to market faster and continuously improve service levels
Customer satisfaction – the service provision provided by VA’s in-house team has achieved great scores
Visibility – centralized dashboards for teams have created new levels of transparency and accountability
Data capture and learnings – data was scattered across vendors in the past; now, more of it is centralized, allowing easier analysis
Cost savings – the efficiency of VA’s in-house operations has created cost savings that are being reinvested in the business

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