Virgin Atlantic Tone of Voice — Bold & Irreverent

Tagline: "Defy Ordinary"

Industry: Airlines

Sector: Travel & Hospitality

How Virgin Atlantic Communicates

Virgin Atlantic flies with Richard Branson’s rebel streak. "Defy Ordinary" ties air travel to glamour, wit, and breaking the industry’s stuffy rules — bold, irreverent, stylish. The voice is maverick and fun, selling flying as an experience with personality, not a chore.

Tone Words

Virgin Atlantic's brand voice is defined by the following tone words: Bold, Irreverent, Glamorous.

Communication Style

Language Style: Maverick
Sentence Type: Command
Tense: Present
Expression: Imaginative

Virgin Atlantic Brand Story

Richard Branson's Virgin Atlantic brought fun and glamour back to flying. The airline challenges industry norms with innovation and personality.

Brand Message

Challenging airline conventions with style

Brand Mission

Embrace the human spirit and let it fly

Brand Positioning

Core Concept: Extraordinary Flying

Central Tension: Ordinary vs. Extraordinary

About Virgin Atlantic

Virgin Atlantic, a trading name of Virgin Atlantic Airways Limited and Virgin Atlantic International Limited, is a British airline with its head office in Crawley, West Sussex, England. The airline was established in 1984 as British Atlantic Airways, and was originally planned by its co-founders Randolph Fields and Alan Hellary to fly between London and the Falkland Islands. Soon after changing the name to Virgin Atlantic Airways, Fields sold his shares in the company to Richard Branson in return for unlimited free travel. The maiden flight from London–Gatwick to Newark took place on 22 June 1984. The airline along with Virgin Holidays is controlled by a holding company, Virgin Atlantic Limited, which is 51% owned by the Virgin Group and 49% by Delta Air Lines. It is administratively separate from other Virgin-branded airlines. Virgin Atlantic Airways Limited and Virgin Atlantic International Limited both hold Civil Aviation Authority (CAA) Type A Operating Licences (AOC numbers 534 and 2435 respectively), both of which permit these airlines, operating as Virgin Atlantic Airways, to carry passengers, cargo and mail on aircraft with 20 or more seats. Virgin Atlantic uses a mixed fleet...

Frequently Asked Questions About Virgin Atlantic

What is Virgin Atlantic's tone of voice?

Virgin Atlantic uses a bold, irreverent, glamorous tone of voice. Their communication is maverick, typically using command-style sentences in the present tense. Their tagline "Defy Ordinary" exemplifies this voice.

How does Virgin Atlantic communicate with customers?

Richard Branson's Virgin Atlantic brought fun and glamour back to flying. The airline challenges industry norms with innovation and personality.

What is Virgin Atlantic's brand message?

Virgin Atlantic's core message: Challenging airline conventions with style Their mission: Embrace the human spirit and let it fly

What is Virgin Atlantic's slogan?

Virgin Atlantic's slogan is "Defy Ordinary". It carries their bold, irreverent, glamorous voice.

What is Virgin Atlantic's mission?

Virgin Atlantic's mission: Embrace the human spirit and let it fly

What makes Virgin Atlantic's brand voice unique?

Virgin Atlantic stands out through their bold, irreverent, glamorous communication style. Their central brand tension, "Ordinary vs. Extraordinary", shapes how they communicate across the Travel & Hospitality sector.

What language style does Virgin Atlantic use?

Virgin Atlantic uses maverick language, with imaginative messaging, in command-style sentences, using the present tense.