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Virgin Australia Launches S'Wonderful Marketing Campaign to Hero its People


Virgin Australia today launched a major marketing campaign designed to showcase the airline’s new flying experience and its award-winning service.

The flagship of the campaign, a 60-second television commercial, features many of Virgin Australia’s own employees and was filmed on the salt plains of Western Australia over a period of five days.

The commercial was directed by Australian director Daniel Askill, of Collider Films, well regarded for his work in the United States and Australia including music video, fashion and the arts. The soundtrack of the commercial features Australian artist Megan Washington performing “S’Wonderful”, recorded and produced by Les Gock of Sound Thinking.

The campaign will feature in a range of formats across television, online, print, outdoor and social media, and includes imagery produced by New York-based Australian photographer Daniela Federici.

Virgin Australia Chief Customer Officer Mark Hassell said: “When we launched the new Virgin Australia brand and identity last year, we made a promise to put the magic back into flying. This campaign highlights how we have delivered on that promise.

“We have completely overhauled the customer experience, transforming the look and feel of travelling with Virgin Australia both in the air and on the ground.

“We now have a brand new product that can compete with the best airlines in the world. The music and visuals of the television commercial have been chosen to reflect this, giving a sense of the modern, stylish vibrancy of Virgin Australia.

“However the real heroes of the commercial and our campaign are our people – they are our greatest asset and their willingness to go above and beyond for our customers sets us apart from other airlines”, Mr Hassell said.

Virgin Australia worked closely with Clemenger BBDO Sydney to create the multi-faceted campaign.

The campaign is being launched today as part of the television broadcast of the AFL Grand Final, one of the highest rating broadcasts of the year in Australia. Virgin Australia is the official airline of the AFL and to celebrate the AFL Grand Final and the launch of the campaign, one of Virgin Australia’s new Airbus A330 aircraft will conduct a fly-over of the Grand Final at the Melbourne Cricket Ground at around 2pm today.

To view the new television commercial, visit or