Virgin Blue is to undergo the biggest marketing shake-up in its seven-year history in a bid to change consumer perceptions of it as a budget airline.
The move, which comes just months before low-cost operator Tiger Airways enters the Australian market, will see Virgin move to a “new world carrier” positioning. At the same time, the airline has also relaunched its Velocity loyalty program.
Virgin Blue’s marketing manager Darren Wright said the move would take the airline head-to-head with high-end carrier Qantas.
“The perception that we are a budget aircraft is what we are in the process of shaking off. We still offer low fares and value product offerings, but we also offer additional services for our business traveller,” he told B&T.
“I think there has been a slow momentum from business travellers for a viable option other than Qantas. They have paid high fares and business travellers found the service wasn’t fantastic.”
The “new world carrier” theme focuses on placing Virgin Blue between high-end and budget. “We are not a low cost, no-frills carrier, we are not a full-service legacy carrier, we are something in between,” he said.
The campaign, which breaks on Sunday and was developed by cummins&partners, will carry a new tag line “Get What You Want”.
“The insight that travellers are conditioned to accepting what they are given by airlines has helped uncover rich territory,” said Sean Cummins, cummins&partners CEO.
“When you think about it, none of us want to live a pre-packaged life. A life where decisions are already made and the results are laid out before us doesn’t appeal to anyone, so why do we accept it in airlines?”
The airline will also unveil a reworking of the Virgin Blue logo. It follows a similar update of the Qantas logo just a fortnight ago.
Brett Godfrey, Virgin Blue’s chief executive, said the airline aims to deliver an alternative. “We’re enjoying the continually changing landscape of air travel and this new campaign captures the essence of that, our brand, and our take on providing service, products and choice to today’s travellers.”
The campaign will lead with a TVC, and also be integrated with large and small format outdoor, print and online.
This week also saw the re-launch of Virgin’s Velocity loyalty program, which was also overseen by cummins&partners. One of the program’s key points of difference will be the relative speed with which customers can earn benefits.
Cummins&partners MD Michael Branagh said the campaign’s aim was to “educate” its one million members on its offerings. He said: “What a lot of people have not been aware of is the depth of the program and this re-launch is about education.” It will highlight the fact that points can be redeemed for Virgin Blue fares, within its online store, and with its international partners, Branagh said.
The repositioning caps a frantic month for the airline, which also saw it announce that it will be introducing a US route next year.
