Sydney Airport Message Board - V Australia Marketing Campaign

Just read this in the SMH and found the online article for it. V Australia will be launching their brand campaign this weekend during the Olympics.

There is no picture in the online article, but in the paper the ad shows a sunset sky with a V Australia jet flying off leaving the following slogan as "cloud writing" and the Virgin Blue logo in the corner.

everyday a new idea taken off - V australia

http://business.smh.com.au/business/...0813-3v13.html

Quote:

V-Day in battle of the skies to LA

* Paul McIntyre Marketing Editor
* August 14, 2008

VIRGIN BLUE is pressing ahead with its assault on Qantas's and United Airlines's lucrative corridor to Los Angeles with the launch of its long-haul airline brand, V Australia, to Olympic viewers this weekend on the Seven Network.

V Australia is banking on selling seats for about a 16 per cent discount to Qantas and United fares (in economy class); a more relaxed customer service; underlying capacity constraints for the route and a new approach to advertising and marketing to woo Australian passengers.

The airline has ended an eight-year alliance with the advertising agency CumminsNitro and appointed boutique shop Droga5 to handle the V Australia account. Droga5 has produced a yet-to-be launched television, print and outdoor campaign featuring radio identities Hamish Blake and Andy Lee.

The arrival of Virgin's fourth Australian airline brand in eight years comes at a volatile time in the global airline sector and a shake-out in the ownership structure of the listed Virgin Blue group; last month its majority shareholder, Toll Holdings, announced it planned to distribute its 62 per cent stake in Virgin to Toll shareholders.

Virgin Blue's share price has plummeted this year after profit downgrades and concerns about the effect of rising fuel prices.

The first V Australia flight to Los Angeles is not scheduled until December 15 but the airline wants to capitalise on the large Olympic television audiences to generate awareness of the brand.

The general manager for marketing for all Virgin's airlines, Michelle Lee, would not give details of the TV and print campaign but said it reinforced the service values that were opposite to those of "legacy" airlines such as Qantas and United and highlighted its "inflight product".

"It's very much a boutique airline," she said. "V Australia is not a huge legacy carrier with a massive network. We make the time and effort to focus on our guests."

Ms Lee, a former Air New Zealand marketing executive who joined Virgin Blue eight months ago, was central in making the decision to appoint Droga5 to launch the airline.

Virgin Blue's general manager for public relations and communications, Heather Jeffery, said passenger demand for the trans-Pacific route was high and after two years of market research the company was confident it had got its product right.

"While at the brand and persona front we are by nature cavalier, no one should be fooled about the seriousness of our intent," Ms Jeffery said. "The trans-Pacific route is in dire need of competition and a good shake-up. It will also be the first time there has been a second Australian airline competing on the trans-Pacific route.

"We're looking forward to seeing reaction to Droga5's campaign and to see Hamish and Andy regain their Virginity."

V Australia will start the trans-Pacific flights from Sydney and expand to Brisbane next year, offering economy, premium economy and business classes.