Virgin Australia has rolled out the next phase of its ‘Bring on Wonderful’ brand platform, first introduced in 2022, via creative agency, Special.
The campaign story is told through the eyes of a typically reluctant teenager about to embark on a family holiday, who is pleasantly surprised by the airline‘s baggage handlers spontaneously breaking out into a dance.
The work was inspired by Virgin Australia team members going above and beyond: a viral video of a Perth baggage handler talking to a dog before it was loaded into the cargo hold, or a cabin crew member comforting an infant while continuing in-flight service.
Virgin Australia’s chief marketing officer Libby Minogue said the airline was thrilled to feature its people as it launched the second phase of the ‘Bring on Wonderful’ platform.
“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,” she said.
Nils Eberhardt, group creative director at Special, added that “the aim for this campaign was to take that wonderful personality from the tarmac into Australians’ homes.”
“Whenever you fly with Virgin Australia, you immediately notice that their whole crew are determined to add joy to your journey,” said Eberhardt.
The campaign will be in-market for six weeks, rolling out across TV, outdoor and digital.
Virgin added that over the past year, it has consistently invested in customer innovation to align with the brand platform. This includes introducing features like baggage tracking technology, Apple Pay, and Rapid Rebook, a self-service tool for managing disruptions. The airline also recently revealed plans to become the first in Australia to allow pets onboard flights.
Virgin staff have been recognised with Airline Ratings’ Best Cabin Crew award for six consecutive years.
The campaign follows a number of new campaigns from Special, including Special PR partnering with Pepsi to launch ‘The Pepsi Pulse Runway Collection’, and reintroducing the ANZ Falcon.
See also:
Pepsi launches new look in first major work with Special PR
ANZ falcon returns in ‘DoppelFalcons’ via Special and PHD
Credits:
Virgin Australia Group
Libby Minogue: Chief marketing officer
Paul Jones: Chief customer and digital Officer
Ange Grant: Head of group paid media
Erina Chapman: Brand marketing leader
Summer Skelton: Brand marketing specialist
Special Australia
Tom Martin and Julian Schreiber: Chief creative officers
Simon Gibson and 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
PHD
Erin Hudson: Group business director
Remi Baker: Head of strategy – Sydney
Jeremy Hooper: Business director
Riya Thakerar: Planning director
Hugh Davidson: Investment manager
Lauren Sawyer: Planning manager
Lily Trainor: Senior digital manager
Production Company – Exit Films
Stefan Hunt: Director
Leah Churchill-Brown: Executive producer
Alice Grant: Producer
Vanessa Marian: Choreographer
Edit House – ARC Edit
Lucas Baynes: Offline editor
Harrison Carr Assistant: Offline Editor
Kani Saib: Post producer – offline
Post Production – Alt VFX
Dave Edwards: Post production and VFX supervisor
Martina Joison: Post producer VFX and 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