Virgin Atlantic Airways' new brand campaign offers the world, but its new network doesn't

In Jan-2015, Virgin Atlantic Airways launched a new global brand campaign. Its central message is "the world doesn't come to you, so go to it". The campaign plays to the enduring qualities associated with the brand's strengths, such as aspiration, service, passion for travel and innovation. However, under its new ownership, it coincides with network changes that are necessary to improve Virgin's profitability, but which reduce the airline's ability to take its customers to "the world".

Virgin Atlantic still offers international destinations in five continents (excluding Europe) and remains the UK's number two intercontinental airline, but in 2015 it will withdraw from Tokyo, Mumbai and Cape Town, while increasing its capacity to the US. In its 2015 summer's schedule, 72% of Virgin Atlantic's international seat capacity will be deployed to North America, compared with 58% two years ago. The word 'Atlantic' in the airline's name is more appropriate now than for many years.