To help Sir Ricard Branson celebrate Virgin Atlantic’s 25th birthday celebration, supermodel Kate Moss donned a darling red jumpsuit similarly worn by the vintage 1950s flying girls painted on the side of his planes.
At the photo shoot, Kate Moss jumped into Branson’s arms and afterward boarded the plane to recreate the inaugural flight to NYC from Heathrow.
Implications - In using Kate Moss to celebrate the anniversary of his airline, Branson inadvertently sent a branding message to his customers: Virgin is young, stylish and beautiful. Since separating one's brand from competitors is key in today's crowded marketplace, it is imperative for any company to use the right images, methods and spokespersons to create a brand message that will resound among its customers.
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