"Fly Girls" Reality TV Show Pitches Virgin America Brand

This is the kind of brand story that could really have its ups and downs.

On March 24, the CW Network will begin airing "Fly Girls," an eight-week reality television show that follows the lives of five female flight attendants who really work for Virgin America, the upstart US division of Virgin Airlines.

As is typical of reality TV, "Fly Girls" will offer viewers an inside, uncensored view of the women's escapades – and therein lies what could be a huge risk to the Virgin America brand. Already, the Association of Flight Attendants union is expressing disappointment that the show "appears to portray flight attendants as party girls in search of fun and adventure." Indeed, the show does seem to reinforce the less-than-savory stereotype of "stewardesses" in the good old days – not to mention the fact that one-third of Virgin America's flight attendants are male.

But Virgin America doesn't seem to be concerned. Porter Gale, VP of marketing for Virgin America, tells The Wall Street Journal that the show "will have an amplifier effect and we will get exposure, press and buzz." Virgin America, unprofitable since its 2007 launch, may need all the marketing help it can get.

Actually, reality TV is just what you might expect from a brand that is partially owned by Virgin Group, the conglomeration of companies founded by the brash, and some would say eccentric, Richard Branson. Branson, of course, is known to be the consummate showman when it comes to brand promotion. As reported in brandchannel, Branson unveiled "SpaceShip Two," Virgin Galactic's first commercial spaceship, to much glitz and fanfare late last year.

Even Virgin America is being a bit cautious, though. While the airline allowed the show's production crew on board its flights it "didn't invest in the project," according to The Wall Street Journal. Nonetheless, "Sir Richard has some cameos in the series."

Let's see if viewers keep the series up in the air, or if it hits the ground with a thud.