Special Brings on a World of Wonderful New Travel

Following a two-year major business transformation which returns Virgin Australia to profitability, the airline has today launched a new brand mission ‘Bring on Wonderful’ marking a new chapter in its 22-year history. 

Over the last 12 months, Virgin Australia partnered with Special to start to transform what the experience of flying could and should feel like. To put a stake in the ground and set out with a clear intent: create a flying experience that doesn't just lift you, but uplifts you. To be an airline that not only continues to genuinely care: championing its people and that culture of service that has long drawn people to Virgin Australia: but to also be a brand that truly curates and innovates within the experience. ‘Bring on Wonderful’ marks Virgin Australia's mission to truly make flight an uplifting experience for all. 

Libby Minogue, chief marketing officer Virgin Australia said “’Bring on Wonderful’ starts with our people: because it’s our people and their incredible dedication to our guests that makes Virgin Australia so special. We are delighted to create new and innovative experiences for our guests which challenge the status quo and that is what ‘Bring on Wonderful’ is all about. This isn’t just a brand campaign: we are putting words in action to make the flying experience unique and truly wonderful.” 

For the latest hero experience innovation, Virgin Australia and Special partnered to develop, operationalise and launch the ‘Middle Seat Lottery’, which transforms every middle seat on the airline’s domestic flights from the least favourite to the most wonderful. Guests who sit in the middle seat will have a chance to win hundreds of thousands of dollars’ worth of unexpected and wonderful prizes, with a new prize and winner every week.

“To do more than the brand communications but to get stuck into Virgin Australia’s actual flight experience is a humbling but also incredibly rewarding opportunity. It enormously helps make what we’re saying and doing seamless” said Tom Martin, Co-CCO Special. 

Other experience enhancements that have been launched as part of Virgin Australia’s transformation and mission include: 

• Refreshed brand identity including new logo and design system, rolling out across in-experience touchpoints on board and in airports 
• Refreshed menus, including innovations such as ‘Reverse Kids Meals’ where children can have their meal backwards, with their dessert first, if they so wish: Launched Virgin Australia Business Flyer to provide greater value and rewards to Australian small businesses 
• A host of significant customer improvements, including the re-opening and refresh of lounges, with the introduction of new sensorial experience enhancements 
• A commitment to a net-zero emissions target by 2050 as part of ongoing efforts towards more sustainable flying 

These are just the first wave of initiatives, with more roll outs to come. 

Dave Hartmann, strategy partner at Special said “We’re big believers in purpose-driven experience design, so being able to partner with Virgin Australia on signature moments in their journey is such an honour.” 

This new chapter of change for the airline is expressed through an integrated brand campaign. At the heart of the campaign hero film is the airline’s greatest asset – its people, and the commitment to customer service Virgin Australia has long been well known for. ‘Bring on Wonderful’ is part ambition, part mission statement, and part injection of some much-needed fun and optimism in Australian air travel. The campaign focuses on Virgin Australia’s diverse crew and passengers coming together to call for a more wonderful way to fly. The campaign includes cinema, TV, outdoor and digital, with messaging spanning brand as well as key proof points across Velocity Frequent Flyer, Virgin Australia Business Flyer, experience, value and service. 

“It’s a really powerful insight that the airline category has been by default just aspiring to achieve a nice flight”. said Julian Schreiber, Co-CCO Special “Virgin Australia being ready to play at a much higher level has given us an incredible mission to work towards.”