Velocity Frequent Flyer Launches New Brand Platform Via Special
Velocity Frequent Flyer, partnering with Special Australia, this week ushers in a new era, announcing its new brand positioning with a series of major initiatives to evolve its program offering, alongside a new platform, new logo, and its first brand campaign in more than five years.
The new platform “Velocity means fast” highlights the brand’s promise of creating speed and momentum for members to get to their rewards faster. With the top loyalty program concern for more than half of Australians being “the effort required to earn rewards”, the new Velocity means fast platform promises to help Velocity members to earn and redeem rewards, fast.
The launch not only highlights existing program differentiators, but also sets out to prove its promise with a series of new program offerings. To that end, Velocity is launching a category disruptive “1 Point Rewards” promotion, which takes on the cluttered and crowded rewards marketplace, giving Velocity members never-before-seen speed to the rewards they care most about.
Developed with Special, Velocity’s 1 Point Rewards gives members the opportunity to access a range of Velocity’s incredible rewards – from domestic and international flights to Dyson and Apple products and more – for just 1 Velocity Point, until 2 July 2023.
Said Libby Minogue, CMO at Virgin Australia “Ultimately, Virgin Australia is known and loved as an experience brand. 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.”
Similarly to when Middle Seat Lottery was developed for Virgin Australia, 1 Point Rewards required an integrated cross-functional team to innovate around existing systems to create this experience for members, with existing infrastructures being adjusted to allow for large value reward redemptions to be exchanged for a single Point. 1 Point Rewards will be available online at the Velocity Reward Store in limited drops each week at undisclosed times until 2 July 2023, with clues about live drop timing available from the Velocity app and by following @VelocityFrequentFlyer on Instagram.
To celebrate the launch of 1 Point Rewards, Velocity will open its first ever pop-up Rewards Store on Melbourne’s Chapel Street. The store will open for 24 hours (or until sold out) on Saturday 10 June at 9am, giving Velocity members the chance to nab coveted items including flights and tech items, before the nation-wide initiative launches online on Sunday 11 June 2023.
In addition to existing program offerings designed to create speed to rewards, including earning Points faster by flying with Virgin Australia (5 Points per $1 spent on eligible flights), Family Points Pooling, and Gold Status faster than any other Australian frequent flyer program, new program initiatives developed for launch include: –
- Velocity members can now fly for fewer Velocity Points across Australia with the program’s new domestic Reward Seat pricing now being lower than any other Australian airline (taxes, fees and carrier charges apply in addition to Reward Seat pricing).
- From June 5, more than one million additional Virgin Australia domestic Reward Seats will be released to members marking one of the largest releases in the airline’s history. Ends 18 June 2023.
Emma King, general manager, Member Engagement at Velocity Frequent Flyer, said: “We know that as a loyalty program Velocity is already fast to earn Points, redeem rewards and climb the Status ranks. Our campaign celebrates that important differentiator and reminds Australians that with Velocity, wonderful rewards like holidays are within reach. With the rising cost of living, this message is even more important and Velocity will continue to lead the way in delivering members great value rewards and recognition fast.”
The platform launches with an integrated brand campaign, spanning broadcast, online video, digital, OOH and social. The dreamlike brand film brings to life the ease and speed with which Velocity members can go from earning points to enjoying rewards fast.
Set in an Australian resort, a diverse range of members are instantly transported from where they were earning their reward points – flying for business, topping their car up at the bowser, and filling their supermarket trolley – to the idyllic holiday destination.
Simon Gibson & Nils Eberhardt, creative directors at Special, said: “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.”
Please login with linkedin to comment
Velocity Frequent FlyerLatest News
‘Blair Is Mr Happy, Beau Is Mr Dopey, I’m Mr Grumpy’ – Top Gear Australia Hosts Reveal What It Was Really Like Filming
Top Gear features the cars you could never afford to drive. It's a bit like the bogan's Gourmet Traveller, really.
Nine’s Total TV Sales Lead Richard Hunwick To Step Down
Nine's Richard Hunwick calls time after 15 years. Hoping for a last trip to the Olympics before getting the gold watch.
Yahoo Academy Culminates With Pitch-Off For Musicians Making A Difference With Trip To Cannes In Cairns On The Line
B&T happy to support the Musicians Making A Difference initiative. Particularly any that encourages more Watusi.
TV Ratings 16/5/24: Nearly 2 Million Tune In To See Sky Blues Win In Women’s State Of Origin
B&T does make jokes about the Budget reply speech but, to his credit, Mr Potato Head rated OK last night.
Binge Launches “Scene:Scents” Sensory Entertainment Campaign, Via Thinkerbell
There's now scented candles to pair with BINGE shows. We're hoping Rex Hunt's Fishing Adventures doesn't hear about it.
Jolt Partners With Veridooh For Verification Of Its EV Charger Placements In UK
Although B&T's an avid supporter of EV cars, we'd definitely miss the smell of petrol and the service station pie.
Nine Ad Manager Named Principal Sponsor Of CommBank SmallBiz Week
CommBank's SmallBiz Week is coming to Melbourne on the 29-30 May. B&T's as confused as you are on how that's a week.
Pet Circle & Seven Communications Partner On “Pawtition” To Get Pets On Public Transport
B&T's concerned about the fleas, urine & faeces on public transport - and that's just from fellow passengers!
‘A Win-Win’ – How The Matildas Helped CommBank Become A ‘Globally Iconic Brand’ For The First Time
CommBank's sponsorship of the Matildas is a sport marketing masterclass. The opposite to Nick Kyrgios & his sponsors.
VML Australia Dominates The One Show With 5 Gold Pencils
VML Australia flying the flag at the One Show Awards in New York. Not that we need more flag waving at the moment.
Social Soup: Consumers Looking For “Informative” Not “Funny” Social Content When Making Buying Decisions
In a further blow to ventriloquism everywhere, new research says consumers prefer information over funny videos.
GIO Unveils New “Protect Precious” Brand Positioning & Campaign, Via Ogilvy
Insurer asks what's precious in our lives in new work. Which is better than asking is this business highly flammable.
Digitas & Heckler Singapore Launch Animated Symphony For Riot Game’s Valorant Champions Tour Pacific
Stony silence between you and the graphic arts team at Friday drinks? This gaming news could be an ice breaker.
Wavemaker Global CEO Toby Jenner Appointed Global President, GroupM Clients
Wavemaker’s Toby Jenner continues his career trajectory. But is it enough to move him up to the first class lounge?
Fast 10: Mindshare Head Honcho Maria Grivas On Her “Resting Smiling Face”
Mindshare is having a very fruitful 2024. Here, CEO Maria Grivas reveals her fertilisers & pruning tips to success.
Real Home Care Clients & Staff Star In New HammondCare Campaign
Aged care commercial uses real life clients & staff. B&T has not contacted the actor's union for comment.
Mutinex’s Henry Innis: “I’m Imperfect As A Leader”
Mutinex is being touted as one of the hottest start-ups in the land. And we don't mean that in an Elizabeth Holmes way.
Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble
B&T loves to report new hires as it shows the healthy state of the industry. That and cocaine usage at work functions.
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
As you read first in B&T, there are significant comings-and-goings at Initiative. Though mainly goings, if we're honest.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.