Wangdi Entry #1

Expectations and Goals

My decision to move to New York was based on many reasons, especially because the city is the hub for Communications. I knew I wanted to pursue a career in the Communications and Media field, but it has become harder for me to decide which area I want to focus on. I believe the Evolving Industry course is the first step to gain exposure to the different facets of communication from buying media to managing social media to PR and so on. I look forward to gaining insight into this fascinating field while simultaneously listening to first-hand experiences from our on-site visits, as well as looking at case studies for our reading assignments. The blogging project will be an excellent way for me to analyze the messages from the brand over a period of time. I hope this will help me to understand how the brand I have chosen relates to it's customers and tries to relate to it's potential customers.

"The Target is You"

The brand I have chosen is Virgin America. It is the U.S based low-fare airline from the British Virgin Group founded by Sir Richard Branson. It was launched in August 2007 and has it's headquarters based in San Francisco, California. Virgin America offers high-quality for low prices and has not disappointed so far. The airline has brand new planes, offers attractive fares, and boasts great service and a variety of features not offered by other low-fare airlines. The custom-designed leather seats, the mood lighting, great music selection and touch screens on every seatback definitely makes the domestic flight feel luxurious. However, the airline only flies domestically between select states.

As an international traveler, my preferred airline is the Hong Kong based Cathay Pacific. The company is well known for it's quality service and comfortable airbuses for all classes; be it economy, business or first class. The reason I chose Virgin America is because not only are they affiliated with Cathay Pacific, but because Virgin America is my preferred airline for domestic flights in the U.S. Flying Virgin was a breath of fresh air after horrible experiences with Delta, United and American Airlines. I also know Virgin America will be a sensible and exciting brand to follow because of it is associated with the Virgin Group which has a wide variety of services and products offered: