Virgin Australia joins vaccination push with new brand campaign
Virgin Australia has become the latest Australian corporate to launch its own vaccination-led campaign, appealing to Australians missing “the feeling of flying”, via The Precinct.
It accompanies the airlines VA-X & Win competition, with the two hero TVCs featuring passengers who try to recreate the flying experience from the confines of their own homes.
The campaign comes following Qantas’ widely successful ‘Be Rewarded’ campaign last week, while taking a different, lighthearted approach to those missing travel.
Using a treadmill to recreate an airport conveyer belt and a recliner chair, the passengers are then fast-forwarded to a “real Virgin Australia flying experience”, once borders have opened, with the brand affirming that vaccinations can make this a reality.
Virgin Australia Group CMO, Libby Minogue, said the aim of the campaign is to remind Australians of the joy and excitement traveling provides, in hopes that it will encourage them to “roll-up their sleeves”.
“This campaign really captures the Virgin flair we are known for. It’s quirky and fun, and it taps into exactly how our passengers are feeling. We all can’t wait to experience the feeling of flying again.
“Virgin Australia understands the vital role vaccinations play in protecting the lives and livelihoods of all Australians and returning to the things we all love, including travelling. This campaign will motivate more people to roll up their sleeve and get the jab so we can be reunited with the freedoms we had in our pre COVID lives.”
The Precinct’s creative director, Michelle Galluzzo, said: “While vaccination is a serious matter, we were excited by the opportunity to have some fun with this campaign while putting a smile on people’s faces at a time when they need it most.”
The competition, which was first announced in June, has a total of 251 prizes on offer, valued at more than $150,000, and is open to all fully vaccinated Australians who are 18 and over. One of the major prizes is one million Velocity Frequent Flyer Points.
The spots will run on Virgin Australia’s social channels before being aired during the Seven Network broadcast of the AFL Grand Final, on 25 September.
This week, the NSW Government launched ‘Let’s do this’ via Ogilvy Australia, while last week the ABC launched ‘Vax Facts’, and the Qantas campaign which was discussed on last weeks Mumbrellacast.
Last year, Virgin Australia put a positive spin on the realities of near-empty airports, as a young girl expresses her excitement to be back in the air, by dancing through the airport to INXS’s ‘What you need’. This followed the airline standing down staff members across its brand, consumer and media teams in April last year, as it continued to face the fallout from travel restrictions and non-existent revenue as a result of COVID-19.
CREDITS:
Client: Virgin Australia
Chief Corporate Affairs Officer: Moksha Watts
Chief Marketing Officer: Libby Minogue
Senior Manager, Public Relations & Content: Matthew Ongarello
Brand Communications Lead: Erina Chapman
PR & Content Advisor: Lauren Gaynor
Creative Agency: The Precinct
Creative Director: Michelle Galluzzo
Producer: Henry Motteram
Director: Eran Thomson
Cinematographer: Dan Freene (ACS)
Media Agency: PHD
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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topics
COVID-19
Libby Minogue
Michelle Gaulluzzo
Qantas
The precint
Vaccination campaign
Virgin Australia
