Virgin Australia launches major advertising campaign04/05/2011
Virgin Australia today launched a major national advertising campaign aimed at all sectors of the market. The campaign is designed to help reposition the airline, by encapsulating the new brand identity and in-flight and ground experience for its domestic operations, which was revealed today.
The flagship of the campaign, a 60-second television commercial filmed in Sydney, Melbourne and Shanghai, depicts Virgin Australia’s own talented staff, along with a team of experts in their fields, working together to shape the airline’s attractive new offering for guests.
The commercial features cameos from leading figures from a wide range of Australian industries, such as the airline’s uniform designer Juli Grbac and Virgin Australia Creative Director Hans Hulsbosch.
Virgin Australia Airlines CEO John Borghetti said the new advertising campaign was designed to be unique and memorable and provide Australians with an entertaining insight into how Virgin Australia was working to create a superior airline experience.
“Our new brand and service values embody a vibrant and professional organisation that offers every guest an excellent travel experience. The new advertising campaign captures the fresh energy and appeal of Virgin Australia and the talent and commitment of our staff”, Mr Borghetti said.
The Virgin Australia advertising campaign was created by agency Clemenger BBDO Sydney and features music from Les Gock Sound Thinking. The new brand identity was created by Virgin Australia’s Creative Director Hans Hulsbosch.
Clemenger BBDO Executive Creative Director Paul Nagy said: "At its heart the ad is a demonstration of what John and his team have literally achieved for the brand – a group of energetic, talented people brought together to create a unique new experience for the Australian traveller.”
“It's been shot with a very modern cinematic style that's unusual to the airline industry and reflects an airline that understands one of its greatest strengths is a modern, dynamic service offering. Working with Virgin crew members on the shoot was an absolute treat - it's the same to fly with them”, Mr Nagy said.
Virgin Australia’s Creative Director Hans Hulsbosch said every element of the brand was consistent with the CEO’s vision and would make Virgin Australia a smarter, contemporary and more enjoyable experience.
“The television commercial communicates that, for the first time, Australia’s airline industry has a genuine alternative. It has listened to what customers want today - and created the right kind of experience”, Mr Hulsbosch said.