Special launches Velocity Frequent Flyer’s first brand campaign in five years – and it’s ‘fast’
Special Australia has been tapped by Virgin Australia to create a new brand positioning, new program initiatives and creative platform for its Velocity Frequent Flyer.
The new “Velocity means fast” creative platform is also Velocity’s first brand campaign in more than five years, with the last one in 2018 involving converting its marketing budget into frequent flyer points for customers.
The platform also aims to highlight the program’s comparative speed for its members to get rewards for flying, as well as announce some new program offerings, starting with 1 Point Rewards.
The 1 Point Rewards promotion gives members a chance to score from a range of Velocity’s rewards like domestic and international flights, as well as consumer offerings from brands like Dyson and Apple. The promotion is available at the Velocity Reward Store in limited drops each week at undisclosed times until 2 July 2023.
“Ultimately, Virgin Australia is known and loved as an experience brand,” Virgin Australia chief marketing officer Libby Minogue said.
”So when it comes to launching a new platform to Velocity members, it’s crucial for us not to simply talk the talk, but to walk the walk – and we’re proud to bring to market a genuinely category-disruptive innovation that gets our members to wonderful rewards, fast.”
Virgin Australia’s “Velocity means fast” campaign
The launch of 1 Point Rewards will also involve the opening of a pop-up Rewards Store in Melbourne on 10 June for 24 hours or until sold out, ahead of the promotion’s launch on 11 June 2023.
“Velocity means fast” launches with an integrated brand campaign across broadcast, online video, digital, OOH and social.
Special creative directors Simon Gibson and Nils Eberhardt said in a joint statement: “In a category full of complicated programs and offers, ‘Velocity Means Fast’ is a simple promise. And making flights available for just 1 Point for a limited time is a wonderfully simple way to live up to it. The first of
many more to come.”
Credits
Virgin Australia Group
Nick Rohrlach – CEO, Velocity Frequent Flyer
Libby Minogue – Chief Marketing Officer
Paul Jones – Chief Customer & Digital Officer
Emma King – General Manager, Member Engagement
Natasa Le Prevost – Head of Coalition Marketing
Kate Austin – Velocity Frequent Flyer Marketing Leader
Ash Wall – Velocity Frequent Flyer Marketing Leader
Erina Chapman – Virgin Australia Brand Marketing Leader
Ange Grant, Head of Paid Media, Retail and Content
Matthew Ongarello, Head of Consumer PR & Social
Lauren Hunt, Consumer PR Manager
Special Australia
Chief Creative Officers – Tom Martin & Julian Schreiber
Creative Directors – Simon Gibson & Nils Eberhardt
Creatives – Cat Williams & Jessica Roberts
Social – Laura Grimshaw & Hannah McCowatt
Head of Design – Adam Shear
CEO – Lindsey Evans
Strategy Partner – Dave Hartmann
General Manager – Lily Waters
Team Lead – Rachel McEwen
Business Director – Sarah Calver
Business Manager – Brynee Roche, Molly Dyer
Strategist – Will Moore
Head of Film Production – Sevda Cemo
Integrated Producer – Alyce Guy
Senior Stills Producer – Sonia Ebrington
Media – PHD
Group Business Director – Erin Hudson
Head of Strategy (Sydney) – Remi Baker
Business Director – Jeremy Hooper
Group Digital Director – Andie Potter
Planning Director – Riya Thakerar
Investment Manager – Hugh Davidson
Production Company – DIVISION
Director – Jessie Oldfield And Adam Murfet (Jessie&Adam)
Cinematographer – Jeremy Rouse
Executive Producer – Genevieve Triquet
Producer – Sarah Nichols
Edit –
Editor – Stew Arnott
Post Producer – Chris Grocott
Post Production –
Colourist – Fergus Rotheringham
Music
Artist – Bubble Tea By Whateverest
Publisher – Luke Mckay / Kobalt Music
Sound Studio – Rumble Studios
SOUND ENGINEER – Tone Aston / Sean Wilkinson
Photography – Pool Collective
Photographers – Sean Izzard
Retoucher – Sterne Creative Retouching
Activation Production – Lost In LA
Christina Argyros
Niesha Leinonen De Jong
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topics
Libby Minogue
Nils Eberhardt
Simon Gibson
Special Australia
Velocity Frequent Flyer
Virgin Australia
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