Virgin Australia continues to Bring on Wonderful. Special Australia has launched the second installation of its uplifting brand platform begun in 2022.
The campaign was inspired by Virgin Australia team members demonstrating the ways they go above and beyond to bring joy to the flying experience. These inclue a viral video of a Perth baggage handler who was filmed talking to a dog before it was loaded into the cargo hold for a flight and a cabin crew team member who comforted an infant while continuing in-flight service. This next chapter of Bring on Wonderful retains the focus on Virgin Australia’s people but offers a new perspective from the eyes of a young traveller.
The campaign tells the story of a family heading on holiday with their typically reluctant teenage daughter, whose mood is transformed by Virgin baggage handlers:
The campaign supports Virgin Australia’s real efforts to “go above and beyond” for customers – such as the launch of an Australian-airline first baggage tracking technology, Apple Pay and Rapid ReBook, and allowing pets on board.
“Whenever you fly with Virgin Australia, you immediately notice that their whole crew are determined to add joy to your journey,” stated Nils Eberhardt,group creative diector at Special. “The aim for this campaign was to take that wonderful personality from the tarmac into Australians’ homes.”
Virgin Australia chief marketing officer, Libby Minogue,added, “We are thrilled to launch the second phase of the Bring on Wonderful platform, featuring our people, who are at the heart of Virgin Australia. It’s wonderful to hero our baggage handlers who have played a significant role in launching our Australian airline-first baggage tracking technology, one of the many customer innovations we have recently implemented. We look forward to continuing to deliver uplifting experiences for our guests as we roll out new innovations, underpinned by our award-winning service.”
The 6-week campaign includes TV, outdoor and digital.
Credits
Client: Virgin Australia Group
Libby Minogue: Chief Marketing Officer
Paul Jones: Chief Customer & Digital Officer
Ange Grant: Head of Group Paid Media
Erina Chapman: Brand Marketing Leader
Summer Skelton: Brand Marketing Specialist
Agency: Special Australia
Tom Martin & Julian Schreiber: Chief Creative Officers
Simon Gibson & Nils Eberhardt: Group Creative Directors
Dave Hartmann: Strategy Partner
Tori Lopez: Managing Director
Rachel McEwen: Team Lead
Greig Carlow: Business Director
Brynee Roche: Business Manager
Abbie Dubin-Rhodin: Senior Strategy Director
Sevda Cemo: Executive Producer
Alyce Guy: Senior Film Producer
Nick Lilley: Head of Stills Production
Media: PHD
Production Company: Exit Films
Stefan Hunt: Director
Leah Churchill-Brown: Executive Producer
Alice Grant: Producer
Vanessa Marian: Choreograper
Lucas Baynes: Offline Editor
Harrison Carr: Assistant Offline Editor
Kani Saib: Post Producer – Offline
Post Production: Alt VFX
Dave Edwards: Post Production & VFX Supervisor
Martina Joison: Post Producer VFX & Online
Music: Sonar
Jono Ma: Music Composition
Louis Moore: Music Producer
Sound: Rumble Studios
Daniel William: Sound Designer
Siena Mascheretti: Audio Post Producer
Photography: Pool Collective
Ingvar Kenne: Photographer
Lauren Simpson: Producer
