The traditional night out has its ups and downs. But what if it could just be remarkable. Special PR and Virgin Australia teamed up with Visit Victoria to add flying and brilliantly curated fun to deliver Last Flight Club, a one-night only experience that took off on Thursday August 7, flying Sydneysiders to Melbourne for an exclusive after-dark adventure before returning them home at sunrise.
The sold-out flight transformed a regular journey into an unforgettable night, beginning with a private DJ set by Client Liaison in the Virgin Australia Lounge before passengers embarked on a curated tour of some of Melbourne’s most iconic venues, including some not typically associated with after-dark culture. The full-capacity Virgin Australia flight, 60guests – including media, and content creators – departed Sydney at 8:30pm and touched down in Melbourne for a whirlwind night of music, culture and hospitality. Last Flight Club invited trade partners to rethink how air travel can connect audiences with unforgettable experiences.
The campaign aimed to flip the script on the idea that Australia’s nightlife is vibrant yet often underserved by travel options catering to night owls, inspiring those who come alive after dark and cementing Melbourne’s status as Australia’s ultimate nightlife capital.
Libby Minogue, chief marketing officer at Virgin Australia, stated, “We wanted to show that Virgin Australia can turn even the shortest flight into an extraordinary experience. It wasn’t just about getting to Melbourne – it was about creating unforgettable moments along the way.”
Brendan McClements, CEO of Visit Victoria, added, “Last Flight Club showcased the best bits of Melbourne, giving guests curated access to some of our most iconic venues and showcased the energy, creativity and diversity that makes the city come alive after dark.”
The campaign, running across PR, experiential, social and content channels, generated 341 pieces of earned media coverage, reaching an audience of 101 million with 99.1% positive sentiment.
Credits
Client: Virgin Australia
Chief Marketing Officer: Libby Minogue
Heads of Partnerships, Retail & Revenue Growth: Nancy Lan & Katya Abramzon
Partnership Marketing Specialist: Sarah Dwyer
Head of Consumer Pr & Social: Kristy Meudell
Senior Manager, Group Brand: Erina Chapman
Consumer Pr Manager: Vanessa Liebmann
Social Coordinator: Elijah Abraham
Client: Visit Victoria
Chief Marketing Officer: Shae Keenan
Group Manager Market Development & Distribution: David Evans
Commercial Partnerships Manager: Sarah Lock
Group Manager Brand Strategy & Planning: Evonne Williams
Marketing Campaigns And Programs Executive: Bee Marffy
PR Agency: Special PR
Managing Director: Alex Bryant
Group Account Director: Renee Black
Account Director: Stacie Hickey
Senior Account Executive: Bella Hayes
Team Lead: James Llewelyn-Davies
Social Lead: Liana Rossi
Art Director: Harry Roth
Copywriter: Eliza Smith
Designer: Kayla Gilbert
