Virgin Australia has launched a fresh brand and advertising campaign, heralding a new era in the airline’s history after a two-year transformation.
The airline says the ‘Bring on Wonderful’ campaign gives Virgin Australia a platform from which it can reimagine the air travel experience.
The initiative centres on a video that shows the airline saying goodbye to just ‘nice’ flights.
In the video, a Virgin cabin crew member walks through an airport terminal picking up travellers along the way who are also seeking an experience that is more than just nice.
Virgin says it aims to set a new standard in flying by making air travel “more wonderful, inclusive and welcoming for all”, starting with the Bring on Wonderful initiative.
One of its new innovations is the Middle Seat Lottery, which turns normally unpopular middle seats into lottery tickets. Guests who select or are assigned middle seats when flying with the airline until 23 April 2023, will have the chance to win more than $230,000 worth of prizes.
Among the 26 prizes randomly selected passengers can win each week are Platinum Velocity Frequent Flyer Status plus one million points, a Virgin Voyages Caribbean cruise including Premium Economy flights with United Airlines, a helicopter pub crawl with flights to Darwin, an all-inclusive Cairns adventure package, and flights and tickets to AFL away games and other AFL prizes including grand final seats and entry to pre and post-grand final events.
A return to profits
The airline says it will return to profitability this year after the carrier was acquired by Bain Capital in late 2020.
In that time, according to Virgin, the airline grew its fleet by more than 60 per cent, hired thousands of new staff, launched better value airfares relative to its competition, committed to a target of net zero carbon emissions by 2050, refreshed menus, resumed international services and launched new partnerships with other airlines.
“Virgin Australia is an airline that’s doing things differently and we are having a lot of fun coming up with exciting new innovations to make every part of the travel experience more wonderful,” Virgin Australia Group CEO Jayne Hrdlicka said.
“This year alone we have launched new partnerships with Betty’s Burgers, Boost Juice, Myer and P.E Nation along with Qatar Airways and United Airlines and now we’re giving our loyal guests the opportunity to win from a prize pool valued at over $230,000 for simply sitting in a middle seat.
“Confidence in our business strength and operation is at an all-time high. We have a strong balance sheet, some of the best management in the industry working on our ongoing business transformation and we’re well advanced in returning to profitability this financial year.”
$55 fare sale
Meanwhile, Virgin Group Founder Sir Richard Branson says he is “delighted to see Virgin Australia going from strength to strength while reinventing what it means to be a traveller 22 years after we started this airline”.
“Wonderful customer service is at the forefront of every Virgin business around the world and I can’t wait to see what Virgin Australia has in store for their loyal customers next.”
To mark its announcements, Virgin Australia has launched the Bring on Wonderful sale on over 800,000 seats. With fares available for as low as $55 one-way, the sale runs until 31 October 2022.
For more on the new campaign, visit virginaustralia.com/bringonwonderful.
Check out what Virgin Australia has in store for WorldPride in 2023.
