Virgin Australia (then known as 'Virgin Blue') wanted to be seen as more of a luxury, high-end brand. As part of this, they required a complete brand overhaul and re-launch – and I was brought in to work with the team on this huge undertaking.
I first contributed to the strategic re-direction of the brand, working on storyboards and scripts for the re-launch TV commercial... which was positioned around the idea of 'putting the magic back into flying'.
I was also responsible for the development of a new tone of voice for their Velocity Frequent Flyer Program.
Here, it was my job to establish their new voice and then re-write all their marketing materials to make them much more direct, succinct and uncomplicated - from customer letters and brochures to eDMs, fliers and ads.
I also then rolled out the new style across the entire Velocity Frequent Flyer website:
