Mumbrella360 Recap: The inside story of the Virgin Australia rebrand

m360In this week’s Mumbrella360 recap, we hear from Mark Hassell, Virgin Australia’s chief customer officer and Hans Hulsbosch, executive creative director of Hulsbosch – Communication by Design, about the rebranding of the airline. The moderator is 2UE and Sky News presenter Paul Murray.


Hassell talks about why Virgin decided to rebrand, how Hulsbosch Design came into the equation, the brief they were given, the strategy and vision behind the rebrand and how everyone working on the project got to be on the same page.


Hassell and Hulsbosch talk about how they got started, the role the red dress played, the introduction of purple to the Virgin colour palette and how the employee culture filters into the brand’s image.


Hassell and Hulsbosch talk about how the customer experience has changed: “We never forgot the economy class”. The pair discuss how the advertising campaign came together, matching the advertising of competitor Qantas, whether any mistakes were made in the rebranding process, John Borghetti’s need for speed and how the Civil Aviation Safety Authority played a role in the Virgin rebrand.


Hassell and Hulsbosch explain how they will judge the success of the rebrand: “You’re forever building the brand. It never stops.” Getting brands to think beyond the launch date.


Hassell talks about where Virgin is headed, what the purchase of Skywest and a stake in Tigerair will mean for the Virgin brand, what Qantas’ grounding did for Virgin. What the pair most like about the rebrand.

Encore issue 27This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit for a preview of the app or click below to download.

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