Mumbrella360 Recap: The inside story of the Virgin Australia rebrand

Hulsbosch do nice work.

i think the virgin australia rebrand is absolutely fantastic and will give qantas a real run. great work hulsbosch, yet again.

Yes, service is good – but I just don’t trust that they’re going to be on time every time…there seem to be too many delays. Qantas seem more professional.

I really enjoyed listening to this evolution of the Virgin Blue Brand to Virgin Australia.

As the advertising, design and strategy agency that launched Virgin Blue cummins&partners had a job to do that others previously failed at. Compass Mk I and Mark II to start with.

Virgin Blue launched in 2000 when Ansett (remember them?) and Qantas were the cosy duopoly. But, it has to be said, two of the world’s finest airlines. When we launched we also had to contend with Impulse as well as the capacity dumping tactics of the major two.

And thankfully we prevailed. Under the canny stewardship of Brett Godfrey and a crack team, this little quirky airline managed its growth and democratised air travel for all Australians. When Ansett fell over, Virgin Blue had to naturally step up. But the next master tactic of Qantas to launch Jetstar was a brilliant counter move to keep Virgin Blue from chasing the yield that the business traveller offers.

Something had to be done. And like a lot of categories these days the only way was to engage in a premiumisation journey for the brand. Because how could a cheap and cheerful leisure brand possibly attract the high yield flyer?

As anyone who works in airlines know..the product has to be invested in. We created the Velocity frequent flyer brand and continued to innovate where we could. But wholesale investment needed to be made. The planes needed to be configured into classes. And most of the Boeings don’t really suit the cabin separation due to the single aisle down the middle.

It has to be said also, that Virgin Blue at the time of launch was not able to use the name “Virgin Australia” as it was owned by Singapore airlines in this region.So Blue it was.

.And of course the tone of a leisure airline, the look and the messaging had to change if it was to get the corporate and government contracts.

But until the product changed it was going to be turbulent skies.

I am very proud of how we created what was – at the time – one of the most loved and valued brands in Australia in Virgin Blue.

But I am equally impressed with the way Borghetti and his team did what they need to do to take the brand on its journey to fight Qantas up at the pointy end.

I love the design, the product improvements and the quality uplift of the airline and I am more than a little jealous of how it how wonderful it all looks.

Of course we can all look back and “shake our heads” a little at the happy clappy budget airline we started with one plane. But Virgin is not about logos, designs and the price of a fare. It is indeed about the people. And this airline was built by great people who were the true challengers in an industry that sorely needed a shake-up.

I am incredibly impressed by how this airline has grown from an ugly duckling into a beautiful swan.

And all those who have groomed it deserve praise.

Sean Cummins

Hi Sean,

Thanks for your feedback and kind words.

The Virgin Blue brand you helped create and launch in 2000 was a great job and of course part of the platform for Virgin Australia’s transformation.

If you’re interested, below are some video case studies:

https://www.youtube.com/watch?v=jV2_4KBggFk&feature=c4-overview&list=UUh6qbRMUp2usJMZa9apENGw

https://www.youtube.com/watch?v=6ZaNp-OJdmU&feature=c4-overview&list=UUh6qbRMUp2usJMZa9apENGw

Kind regards,
Jaid Hulsbosch.