SlideShare verwendet Cookies, um die Funktionalität und Leistungsfähigkeit der Webseite zu verbessern und Ihnen relevante Werbung bereitzustellen. Wenn Sie diese Webseite weiter besuchen, erklären Sie sich mit der Verwendung von Cookies auf dieser Seite einverstanden. Lesen Sie bitte unsere Nutzervereinbarung und die Datenschutzrichtlinie.
SlideShare verwendet Cookies, um die Funktionalität und Leistungsfähigkeit der Webseite zu verbessern und Ihnen relevante Werbung bereitzustellen. Wenn Sie diese Webseite weiter besuchen, erklären Sie sich mit der Verwendung von Cookies auf dieser Seite einverstanden. Lesen Sie bitte unsere unsere Datenschutzrichtlinie und die Nutzervereinbarung.
Staff on VS250 ignored Liu Wei’s
On March 1, a Caucasian male passenger on Virgin flight
VS250 said to a Chinese girl :"you f*****g Chinese pig!
get the f*** out of here!"
She had a quarrel with this man and asked the crew to
help, but they ignored her complaints and asked her to
sit down or they would expel her from the flight.
She posted her story online, and her experience went
viral in China. Virgin Atlantic still refuses to apologize.
3/1 3/273/4 3/10 3/16 3/17
Post her story
• By March 20, 8M+ people viewed her post
and 1.3M people visited a #Boycotting
Virgin Airlines page set up on Weibo.
• 600+ discussions under VS250 on
• Domestic media picked up the story since March 16th
• The story was covered by 150+ media within 8 days
Later that day, the PR
team decided to
expand their media
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12
• Used keywords “Virgin Airline”
• Pitched the story to more than 450 media
professionals on March 17
• Pitched 3300+ media professionals by March 18
• Around 20% of recipients read the pitch letter
• Generated 700+ tweets on Twitter
• More than 50 foreign website covered the story
• Set up a campaign homepage on Facebook, received 1300+ likes
• 47 discussions on Quora
• VS250 was a popular keyword on March 17 for 3 hours
3/1 3/273/5 3/17 3/18 3/20
Gave Li Wei a
Replied to her
Made an official
CEO posted an
reply on his blog
Told Li Wei the
Prepared for a
• Really sorry to hear about an
alleged incident on flight VS250.
We do not tolerate abuse and
@virginatlantic are investigating.
• We are aware of this incident and would
like to reassure you that the safety and
wellbeing of customers is always our
priority, and we are taking these allegations
... as social media expands, we have to
be careful about how it is used…We have
fully investigated this incident …There
was an altercation between a female
customer and a male customer who has
Parkinson’s disease … Our cabin crew did
their best to resolve the situation … one
side of the story was shared widely
online … (and) resulted in allegations of
racism - I reiterate that Virgin companies
and people take a zero tolerance
approach to racism. We equally take a
zero tolerance approach to
discrimination against anybody due to a
disability … Sometimes the
consequences of jumping to conclusions
can have a significant impact, in this case
on crew members … have received an
enormous amount of abuse online.
News Coverage/ PR Spin
• Removed negative posts
• Changed the subject
• Increased media presence
Virgin Atlantic Liu Wei
1. Reacted fast
2. Sealed information well
3. Did not compromise
1. Emotional story
2. Strong use of media
3. Well organized
1. Announcements were not
2. Slow investigation and
3. Never apologised
1. Target was not clear
2. Lack of foreign media
2Solve the emergencies as early as possible
Enhance internal communication and
crisis management training
1. Reach Asia-Pacific media first
2. Virgin Atlantic should expose details about the
Successful campaign needs a singular, clear goal
Q1: How much responsibility does
Virgin Airlines have in this issue?
Q2: Did Virgin Airlines do a good
job from the PR perspective?
Q3: Is there any other way Liu Wei
can use to protect her rights?
Jianmin R. (2016, March 18). woman was called "Chinese pig" on flight by passenger, only to be threatened by crew to leave the plane in mid-air.
retrieved April 1, 2016, from People.com, http://en.people.cn/n3/2016/0318/c90000-9031909.html
Benjamin Z, Richard Branson writes a heartfelt letter after virgin airline staffers were accused of racism. Retrieved April 1, 2016, from business
Xiaoying C, (2016, March 17). 维珍航空布兰森回应中国乘客“被歧视”事件. retrieved April 1, 2016, from BBCchina,
Mingjie W, (2016, March 17). Virgin Atlantic investigates abuse case as story goes viral. Retrieved April 1, 2016, from Chinadaily,
Ashitha N, (2016, March 18). Richard Branson apologizes to woman called ‘Chinese pig’ on virgin flight. retrieved from April 1, 2016, from metro,
Kevin M, (2016, March 17) Virgin Atlantic feels force of Chinese social media after alleged racist incident. Retrieved April 1, 2016, from tnooz,
Richard B, (2016, March 18) social media and understanding all sides of the story. Retrieved April 1, 2016, from Virgin.com,
Haze F, (2016, March 20) Virgin trashed on social media over China racism claims. Retrieved April 1, 2016, from CNBC,