The Virgin Group has aligned its Australia-based airline brands. The company will introduce the ‘Virgin Australia’ name and branding for both its domestic and international operations in the country, replacing its existing V Australia long-haul and Virgin Blue domestic and regional services. Pacific Blue, the regional carrier operating to destinations in the South Pacific, will also be rebranded.
Sir Richard Branson, who launched the new airline identity along with Virgin Australia’s CEO & Managing Director, John Borghetti, said the brand represented an exciting new chapter for the airline.
“I’m absolutely thrilled with the new look and feel of Virgin Australia’s domestic product and I know it will shake up the Australian travel market on an even larger scale than it did 10 years ago. What you see here today is a great airline that now represents what the Virgin brand does worldwide: style, innovation, quality and value for money, along with the best service,” Branson said.
Virgin Australia will initially operate domestically in Australia, replacing Virgin Blue. By the end of the year, V Australia and Pacific Blue will be integrated into the brand. The new branding follows that of the Virgin Group’s existing Virgin America and Virgin Atlantic operations.
“Virgin Australia will be the airline of choice for all market segments. We will do this by
bringing the magic back to flying – providing a seamless experience, with excellent service that can be tailored to the individual. In re-positioning the airline we have kept all the great attributes for which Virgin Blue is renowned – the “can-do” attitude, the competitive pricing and the genuine friendly service – and we have elevated it to a new level,” Borghetti said.
The company has assembled a team of experts to assist with the relaunch of the airline, including celebrity Chef Luke Mangan, fashion designer Juli Grbac, and Tim Greer from Tonkin Zulaikha Greer Architects. Virgin Australia Creative Director, Hans Hulsbosch has led the development of the airline’s Economy and Business Class cabins, along with the new brand and livery.
A brand new Boeing 737-800 and an Airbus A330-200 aircraft, which arrived in Australia late last week, will initially showcase the carrier’s new in-flight products, with luxury leather seating, contemporary interior design, a range of in-flight products and gourmet food by Luke Mangan. The new B737-800 also features Boeing’s new Sky Interior.
The new B737 Business and Economy Class interiors will be rolled out across the majority of Virgin Australia’s current domestic fleet by the end of the year. Business Class is already available for sale on the Airbus A330 and will be available for sale on the Boeing 737 in the last quarter of 2011.
Virgin Australia will also develop its airport lounges, with the first to be launched in Melbourne and Brisbane shortly. Borghetti also confirmed that Virgin Australia would relaunch its frequent flyer programme, ‘Velocity Rewards’ later this year.
“Ten years ago Virgin Blue changed the game in the Australian aviation industry. Now through our Game Change Program, Virgin Australia will transform the Australian airline industry as we know it and provide Australians with more choice and a superior travel experience,” Borghetti said.