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Virgin Launches A Fresh New Customer Experience Website - Virgin launches new global portal. The world's first use of lensing
Virgin Launches A Fresh New Customer Experience Website


NewswireToday - /newswire/ - London, United Kingdom, 2007/02/22 - Virgin launches new global portal. The world's first use of lensing.

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A result of a successful partnership with Blast Radius, the strategic interactive agency, the new website boasts a new ‘lensing’ technology. This facilitates not only a uniquely entertaining viewing experience for the user but also reinforces Virgin’s brand values., the portal to the products and services provided by the global Virgin group of companies, has replaced its three-year-old design with a customer experience that enables the navigation of the complex group through ‘lenses’ or ‘Virgin Views’. According to Pooja Tanna,’s Website Development Manager, “When you are presenting a customer with the breadth of options that Virgin is able to do then being able to explore the site, make new connections and gain new perspectives in the way that is enabled by ‘lensing’, massively enhances the customer experience.”

So what is ‘lensing’? It allow the customers to quite literally view Virgin differently through different lenses, with different eyes; a view of the group products and services from the sky for example with the Altitude lens.

“In a world where connected, empowered customers are growing mistrustful of grand promises and empty brands, the customer experience is the new battleground of strategic differentiation,” says Lee Feldman, Chief Creative Officer at Blast Radius. “ absolutely understands and knows that today’s customer-driven marketplace requires a customer-conscious `outside-in` perspective that informs every decision. Using ‘lensing’, the new site is able to offer a very different and `fun` customer experience and is an outstanding example of this approach in action.

In the future, are looking at making it possible for loyal customer to set up their own custom lenses and manage their own experience of the Virgin Group through exploring the relationship between the various Virgin Group companies and services.

The new design dispenses with the former cartoon-based illustrative style and has been replaced by a vibrant style and tones in rich red, underpinning and reinforcing Virgin’s brand colour.

Continues Tanna, “We have always been at the forefront of driving the customer experience and this latest re-development of our site puts us firmly in the lead when it comes to customer interaction whist constantly reinforcing Virgin Group brand values in every aspect of the look and feel of the site.”

About is the global portal that enables interaction with Virgin Group brand websites so customers can complete actions from booking holidays and buying mobile phones to obtaining loans and insurance as well as featuring corporate details, news and information on charitable and responsible business practice.

About Blast Radius
Blast Radius ( helps businesses deliver innovative and profitable customer experiences by combining business strategy, experience design, and industry–leading technologies, including its on-demand Customer Experience Platform. With offices in the U.S., Canada and Europe, Blast Radius has formed relationships with companies such as AOL, BMW, Electronic Arts, Heineken, Intrawest, Jenny Craig, Newell Rubbermaid, Nike, Nintendo, OfficeMax, Philips, and Whirlpool.

Media Contact: Jonathan Simnett, Blast Radius / E: jonathan[.]

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Virgin Launches A Fresh New Customer Experience Website

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