Virgin Australia has moved to capitalise on the upheaval at Qantas, launching a print campaign aiming to poach customers from the beleaguered airline.
The campaign has rolled out in national newspapers such as The Australian Financial Review and The Australian, and directly tells Qantas customers that it has added additional seats to its networks.
The copy reads: “Virgin Australia is committed to helping any travellers affected by the grounding of Qantas aircraft. This includes accommodating affected Qantas passengers on current services where possible and making arrangements to add extra seats across our network, with the help of our partners, Etihad Airways, Singapore Airlines, Air New Zealand and Delta Air Lines.”
The ad is a clear response to the union troubles which have been plaguing Qantas in recent weeks, and which heated up over the weekend.
Over the weekend, Qantas chief executive Alan Joyce upped the ante in his battle with the Australian Licenced Aircraft Engineers Association (ALAEA), the Transport Workers Union (TWU), and the Australian and International Pilots Association (AIPA), by grounding all Qantas flights.
Joyce said in a statement: “They are trashing our strategy and our brand. They are deliberately destabilising the company. And there is no end in sight.”
Qantas flights are set to be in full swing again by this afternoon. Fair Work Australia has granted the Australian Government’s action to terminate the industrial action. There will now be 21 days of negotiations between the different stakeholders.
Virgin Australia’s creative agency is Clemenger BBDO Sydney.
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