Summary: We had to announce the launch of the new route to Johannesberg to Virgin’s aspirational audience of young couples. Our biggest strength, yet critical weakness was the timing – the football World Cup. Our approach was to individually appeal to each part of the couple.

 

Problem: Virgin Australia was a new international provider that had a ‘budget reputation’ given it’s sister domestic airline ‘Virgin Blue’.  We had to drive sales to their aspirational audience of young professional couples; at a time of every woman’s nightmare.

 

Strategy: Use the irreverence of the Virgin brand to capitalise on the topical football World Cup being hosted in South Africa and do so in a way that ensured women were also motivated to travel.

 

Creative Idea: Use the travel iconography of South Africa, but give them a tailored masculine and feminine twist.  

 

Results: The ultimate success factor – during the campaign’s activity, Virgin had full aircraft capacity and didn’t have to discount or undertake any sale activity.