V Aust Twitter Campaign07/07/2009
WANTED: NIMBLE FINGERS WITH BALLS OF STEEL FOR 4320 MINUTES IN LA WITH V AUSTRALIA
NEW SOCIAL MEDIA CAMPAIGN TO HIGHLIGHT EMERGING TRAVEL TREND FOR SHORT BREAKS TO FABULOUS DESTINATIONS
Tuesday 7 July 2009: Australia’s newest international airline, V Australia has embarked on its first big social media campaign, partnering with Twitter and radio station Nova to launch a bold national campaign for Australians to win a trip to Los Angeles for three days or 4320 minutes of “tweeting”.
The campaign “4320 LA” was inspired by recent trends which show Australians are continuing to travel overseas but are increasingly value conscious and keen to cram in as much action and activities into shorter breaks. (Tourism Research Australia 2009)
The four week campaign kicked off on Nova radio this week and will be supported by extensive print media as well as digital and social media.
The challenge is for a team of three people to fly to LA, take in the sights and delights on the City of Angels for three days non-stop and between the team, tweet every single minute of the 4320 minutes they are in LA.
Virgin Blue Group General Manager, Marketing, Michelle Lee, said, “This is particularly exciting for us as it’s our first big campaign with Twitter, a medium we believe to be particularly relevant not only to the social media-savvy set but to our other long haul Guests who use Twitter as an everyday communications channel.”
She continued, “For V Australia, it’s about breaking into new markets, reaching out and speaking to people in a relevant way, be it through newer mediums such as Twitter and You Tube or more traditional channels like print or radio. V Australia is a fresh, new Australian airline and we are excited about combining traditional methods of communicating with Guests with new methods in the same way that V Australia is innovating its in-flight experience using the best of old fashioned service with modern products and services.”
V Australia has been constantly monitoring Twitter chatter about the airline to gauge feedback and tweak its offering.
The “4320 LA” campaign is also aimed at highlighting the accessibility and affordability of Los Angeles as a three day long weekend holiday. According to recent research^, Australian’s are still eager to travel overseas but concerns about job security means they are reluctant to take extended leave so prefer shorter getaways.
Traditionally, the United States hasn’t been a front runner for Australians taking short breaks due to the prohibitive cost of getting there. The launch of V Australia has inspired fares never seen before on the trans-Pacific route and made it as affordable as a weekend in Broome or the Barrier Reef.
Research^ has also indicated that other barriers to travel to the U.S have been the perception that you require too much leave time or that it takes a long time to get there.
Michelle Lee added, “The reality is, Los Angeles is easily within reach and a short break market. You can leave home on Friday, spend three days star spotting in Hollywood, hanging out at the beach in Santa Monica and checking out the LA nightlife before sleeping all the way home.”
The 4320 minutes in LA campaign will include on air challenges for entrants with the winning team of three “V Tweeters” taking up the challenge and departing for LA on the 21 July. If they complete the challenge, they each receive a “Round the World” ticket with V Australia and Virgin Atlantic as a prize.
V Australia fares from Australia to Los Angeles start from $995* return per person. Blue Holidays has also launched three days in LA packages from $1199** per person including return flights and three nights accommodation.
* Departing Sydney to LA, prices based on per person. Seats are limited and may not be available at peak times or on all flights. On sale until midnight 20 July 2009 for travel up until 30 November 2009 ** Package price is per person twin share and is correct as at 30 June 2009. Packages on sale until 31 July 2009 for travel from 26 July 2009 until 30 November 2009.
^ Colmar Brunton Travel Research, November 2008
Entries close 5:59pm AEST 14 July 2009. Teams must be 3 Australian residents aged 21 years or over, available to participate in radio challenges 14 -16 July, able to travel to USA 21-26 July, have passports valid for 6 months and no prior criminal convictions. Limit 1 entry p/ person. Winner may need credit card for hotel check-in. See website for full terms & conditions.
About V Australia and Virgin Blue: V Australia www.vaustralia.com.au is a three class boutique style airline offering the acclaimed service for which the Virgin Blue Group is renowned and a unique Australian style. On board the airline’s brand new 361-seat 777-300ER aircraft, configuration includes Business Class cabin with 33 fully lie-flat beds, Premium Economy with 40 International Club seats and 288 International Economy seats. All cabins offer the Red, state-of-the-art personal seat back entertainment, seat to seat 'chat' or competition connectivity. The airline also has two in-flight bars, mood lighting and other touches of Australiana from salt and pepper shakers to hidden wallpaper murals. V Australia is a part of the Virgin Blue Group of Airlines. The Australian-based airline group also includes Virgin Blue, second largest carrier in Australia and short haul international airlines Pacific Blue and Polynesian Blue. Together they operate a fleet comprising of 80 modern Boeing 737-NG’s, Boeing 777 and Embraer E-Jet aircraft flying to 28 Australian and 13 international destinations in the South Pacific and Southeast Asia.