VIRGIN BLUE NO MORE
Written on the 4 May 2011
VIRGIN Australia was launched today by the airline’s boss Sir Richard Branson (pictured), signalling the end of the Virgin Blue brand.
The company introduced Virgin Australia for both its domestic and international operations, allowing it to build one brand that will be recognised globally.
Virgin Australia Airlines will also implement one look and feel across all of its airlines.
Branson launched the new airline identity alongside CEO and managing director John Borghetti.
“I’m 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,” says Branson.
“The new brand, livery, product and service offering will help to transform Virgin Australia into a contemporary dynamic airline with a product to compete with the best worldwide. Providing an attractive business class offering means we can continue to offer the best value airfares in the sky, regardless of which class you fly.”
Borghetti says the consolidation of the brand into one was a pivotal point in the airline’s game change program and built on the significant announcements made in recent months.
“From today, Virgin Australia will operate domestically in Australia, but the end of the year, our international product, V Australia and Pacific Blue will also operate under the Virgin Australia name,” he says.
“Virgin Australia will be the airline of choice for all market segments and 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.”
The company assembled a team of experts in their fields to assist with the re-launch of the airline including chef Luke Mangan, fashion designer Juli Grbac and Tonkin Zulaikha Greer architect Tim Greer.
A new Boeing 737-800 and an Airbus A330-200 aircraft showcased the new in-flight experience.
The rebranding comes after a tumultuous few months in which two former employees launched legal action against Virgin Blue, claiming the company forced them to take redundancies after confirming a pregnancy or returning from maternity leave.
The discrimination case is ongoing in the Federal Court.