Virgin Blue’s gold class Velocity email blunder

It’s the kind of database blunder that must give marketing directors nightmares.  

On Friday afternoon – which was, appropriately enough for the airline, Friday the 13th – Virgin Blue emailed its entire Velocity loyalty scheme database (including those who had opted out of receiving messages) with the following news:  

“We’ve got a treat for you – a free upgrade to Velocity Gold!”

The letter continues:

  •  It starts with free Lounge membership, so you can catch up on work, relax and escape the airport crowds.
  • As before, you can breeze right through the airport with priority check-in.
  • You now get up to 32kg of checked baggage at no cost.
  • Plus, two personalised baggage tags (coming soon to your letterbox) and more.

But on Friday night, a further email arrived, somewhat shorter than the first, breaking the bad news:

Oops! Due to an error you’ve received our previous email by mistake. Please disregard the free upgrade communication as unfortunately you do not qualify for that upgrade.

We apologise for any inconvenience caused.

Warm regards,

The Velocity Team

Update: A spokesman for Virgin Blue told Mumbrella: “We can confirm Friday’s email send was the result of a processing error. Of course, we a very sorry for any disappointment caused and are relieved that many of our Members realised it must have been an error even before we sent out the correction notice.”

 Virgin Blue gold letter 1

 Virgin Blue Gold letter 2











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