Virgin America - "Taking Off"

The Making of Virgin America - Statement from Virgin America's website prior to its 2007 launch: "The Virgin America difference isn't about trying to be anything but what we aspire to be—an airline experience we hope you will love. Simply put, our difference is refusing to be indifferent. Sure, that's a lofty goal in an industry where most find comfort in being "uneventful." But that's not how we plan to fly. We want you to love us. And as we all know, to be loved you need to be lovable. How? By challenging conventional industry wisdom and listening to you for a change. We've asked ourselves the same questions you would ask in order to create an experience you'll love, not just tolerate. For instance, why not offer entertainment with real substance? We've partnered with like-minded artists, authors, and TV, video game, and movie providers to bring you in-flight content that will feed your explorative and creative mind. We've put a large video screen, video game control and keyboard on every seat. We've gone inside the plane, and with the collaboration of some of the world's top designers, we have created an experience we think you'll find, um, appealing, to say the least. We put ourselves in your shoes and asked questions like, "What would be the ideal in-flight experience?" It's those questions—and those answers—that have informed our actions. We even questioned the term "customer service." Does that term really mean anything any more? Why not test its meaning? Why hire robots that hide behind a desk with standard answers to the usual questions? Why not hire people who are a reflection of the customers traveling with us? Maybe we would start treating people like people and not like seat numbers. Maybe we would start dealing with problems as they happen and not passing them off to someone else. It's the things you would do to be loved. This is the Virgin America difference."