CASE STUDY Virgin America
“With the Undertone Quality GuaranteeSM, we felt secure knowing
that Undertone® would not only produce great results for our clients,
but also ensure the relevancy of our messaging was consistent
with the quality of the Virgin America brand. In addition, Undertone
continues to deliver stellar customer service on every campaign
and remain flexible given tagging constraints and quick turnarounds.
We consider them a trusted and reliable media partner.”
Senior Media Planner
COMPANY Undertone efficiently increased
Virgin America is a California-based, low-cost airline providing daily service
Virgin America’s pool of potential
between seven major metropolitan cities from the East to West Coast.
Carat, founded in 1968, operates as a communication agency that provides credit card applicants.
direct and interactive marketing services in the United States. Carat manages
all of Virgin America’s online media buys as their agency of record. Carat Undertone outperformed other networks
has partnered with Undertone on behalf of numerous clients, executing in this campaign, delivering a highly
both branding and direct response initiatives.
competitive cost per acquisition (CPA).
Carat intended to: Carat continues to rely on Undertone
• Heighten awareness of the Virgin America credit card. as a trusted media partner for many
• Drive qualified users to the website to prompt action of its clients.
in the credit card application process.
• Increase Virgin America flight bookings.
Undertone worked closely with the Carat team to design and implement
a comprehensive strategy to achieve Virgin America’s objectives.
• Featuring a blend of demo- and geo-targeting and site retargeting, the
media plan was designed to efficiently reach Virgin America’s target
audience of savvy travelers with a household income of more than $100k.
• Behavioral targeting technology was utilized across the Travel Channel,
allowing Undertone to concentrate ad delivery to users who had been
identified as “Travel Enthusiasts.”
• To reach travelers in Virgin America’s markets, Undertone worked
with national and regional publishers along with local websites in the
following metropolitan areas: Seattle, San Francisco, Los Angeles, For more information, contact
San Diego, Las Vegas, New York, Boston, and Washington, D.C. your Undertone sales consultant,
call (212) 685-8000 or e-mail us
Atlanta | Chicago | Detroit | Los Angeles | New York | San Francisco undertone.com