This marks a new era in Virgin Australia’s 22-year existence since the company has finally generated a profit after many difficult years. To celebrate, the airline has introduced a new marketing campaign called “Bring on Wonderful” to improve all aspects of its customers’ travel experiences, beginning with the dreaded middle seat, a common gripe of air travellers from the industry’s inception.
The brand and advertising campaign aim to redefine airline travel for Australians while celebrating the airline’s staff members.
This follows several other significant business transformations over the past two years, such as a 60% increase in the fleet size, the addition of thousands of new employees, greater Velocity Frequent Flyer integration, the introduction of better value airfares, a pledge to aim for nett zero carbon emissions by 2050, updated menus, partnerships with iconic Australian brands, the return of international services, the formation of new airline partnerships, and much more.
The ad centres on a lively member of Virgin Australia’s cabin staff, who embodies the airline’s personnel and the customer service for which the company is known.
As she makes her way through the terminal in her signature red suit, she passes several humdrum airport gates where customers are boarding flights on different airlines.
Airline ground workers will automatically say “Have a good flight” to every customer as they scan their boarding pass.
After contrasting “lovely” with common, mundane, and easily forgotten situations, the film cuts to the tarmac, where a group of Virgin Australia passengers are about to embark on their “trip to fantastic.”
The clip concludes with a member of the Virgin Australia cabin staff urging everyone to kiss “nice” goodbye while carrying the wonderful “movement.”
During the Bring on Wonderful campaign, Virgin Australia will offer a number of new customer experience innovations, including a Middle Seat Lottery, which will convert the least favourite seat into a chance to win more than $230,000 in prizes until Sunday, 23 April 2023.
According to a social media poll conducted by Virgin Australia in May 2022, just 1% of passengers actively chose the middle seat as their primary seat selection.
Sixty-two percent of Velocity Frequent Flyer members who had previously indicated a seat choice in May 2022 preferred aisle seats, while 35% preferred window seats, and 3% were open to sitting in any available seat.
One guest who enters the Middle Seat Lottery each week will be randomly selected to win one of 26 amazing prizes, such as a Caribbean cruise with Virgin Voyages, a platinum Velocity Frequent Flyer Status plus one million Points, a variety of spectacular AFL-related freebies, a helicopter pub crawl extravaganza, and a Cairns adventure package.
The ad coincided with Virgin’s announcement that it would be profitable again this fiscal year.
Jayne Hrdlicka, CEO of Virgin Australia Group, recently announced the company’s entry into a new age with the goal of providing industry-leading experiences that transform air travel from ordinary to spectacular.
For the future of Virgin Australia, its people, and its passengers, “we are proud of the journey we’ve been on over the previous 24 months,” said Hrdlicka.
It’s been said that “Virgin Australia is an airline that is doing things differently” and that the company is “having a lot of fun coming up with exciting new innovations to make every part of the travel experience more wonderful”.
Trust in our company’s ability to succeed and thrive has never been higher. We have a solid financial footing and top-notch leadership driving our continuous business transformation. We are making significant progress towards regaining profitability this fiscal year.
We’ve barely scratched the surface of what’s possible. Still, there’s a lot of enthusiasm at every level at Virgin Australia to ensure our guests always have a good experience.
Sir Richard Branson, the founder of the Virgin Group, expressed his delight at Virgin Australia’s bold new direction.
Having launched the airline with the goal of doing things differently, Branson is pleased to see Virgin Australia thriving 22 years later.
“The passion for making this airline truly wonderful is infectious,” he added. “Wonderful customer service is at the forefront of every Virgin business throughout the world, and I can’t wait to see what Virgin Australia has in store for their devoted customers next.”
To commemorate the new chapter and provide customers with the opportunity to experience ‘wonderful’ at a low cost, Virgin Australia has launched a sale on over 800,000 seats from Sydney to Ballina-Byron starting at $55 one-way (economy lite) until midnight AEST 31 October 2022 in its Bring on Wonderful Sale.