"You've earned this."
Velocity Frequent Flyer, the airline loyalty program of Virgin Australia, is positioning itself as the traveller's way to go in a campaign via Special.
“At its heart, this platform is about member recognition. It’s a playful, heartfelt moment to say, ‘You’ve earned this. Way to go on turning your Velocity points into the flights you deserve,” Special CCO and partner, Julian Schreiber, said.
“You played it well’. It makes the loyalty program members feel like they’re insiders, part of something special and valuable that rewards them over time and that’s what loyalty is all about.”
The campaign launched January 19th and is running across TV, BVOD, OOH, DOOH (animated), Social (TikTok, Meta), creator channels and direct (display and CRM).
“We know the value Velocity Points deliver to Australians every day, and the Way to Go platform clearly differentiates our brand in the market in a way that is unmistakably Velocity,” Virgin Australia chief marketing and customer operations officer, Libby Minogue, said.
“Way to Go celebrates what members love most about Velocity, the ease of turning everyday spending into wonderful holidays and experiences.
"As Australians continue to feel the pinch from the rising cost of living, we know Way to Go will support members in making their everyday spending go further with Velocity.”
CREDITS
VIRGIN AUSTRALIA
CMO: Libby Minouge
General Manager Member Engagement: Emma King
General Manager, Member Growth & Engagement: Rebecca Baart
Group Head of PR & Brand: Matthew Ongarello
Senior Manager, Group Brand: Erina Chapman
Brand Marketing Manager: Jacinda Alderson Tutty
Brand Marketing Manager: Toni Hamilton
Head of Airline Brand & Tactical Marketing: Angela Grant
Group Paid Media Manager: Josh Iselin
Performance Marketing Specialist: Yamini Sukhwani
Senior Designer: Simone Woollard
Consumer Public Relations Manager: Vanessa Liebmann
CREATIVE AGENCY
Agency: Special Australia
Partner/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Dave Hartmann
Managing Director: Tori Lopez
Creative Director/Creative: James Sexton
Creative Director/Creative: Harry Neville-Towle
Creative: Noah Regan
Creative: Jared Wicker
Creative (Social): Mia McGuire
Creative (Social): Imogen Smith
Senior Strategy Director: Abbie Dubin-Rhodin
Team Lead: James Llewelyn-Davies
Senior Business Director: Jonno Andrews
Business Manager: Alice Bishop
Head of National Production: Tash Johnson
Head of Stills Production: Nick Lilley
Senior Producer: Alyce Guy
Head of Design: Adam Shear
Design: Cameron Morris
FA: John Rivera
Creative Services Manager: Kristie White
PRODUCTION
FILM
Director: Adam Gunser
DOP: Sam Chiplin
Production Company: Good Oil
Executive Producer: Sam Long, Juliet Bishop
Producer: Chana McLallen
Casting: Peta Einberg Casting
Production Designer Neville Stevenson
Wardrobe Leon Krasenstein
Local Production and Casting: Lynx Films, Rob O’Hare
Post Production: Arc Edit
Offline: Lucas Baynes
Grade: Matic Prusnik
Online Jesse Meha
Executive Producer: Daniel Bradford-Fry
Post Producer: Maya Kilic
Sound and Music: Rumble Studios
STILLS
Photographer: Christopher Tovo
Stills Assist: Jacob Lowe
Retouching: SheTouch, Bridget Allen
Stills Producers: Alyce Guy/ Emily WIllis/ Nick Lilley
SOCIAL
DOP: Shaun Heppie
Social Shoot Producer: Lucy Whirledge
Art Department: Sophia Musarra
HMU: Nicola Johnson
Runner: Katy Green
Offline Editor: Josh Groom
Online Edit: Carve and Stitch
Post Producer: Emily Willis
MEDIA
Business Director: Jeremy Hooper
Planning Director: Lauren Montgomery
Planning Manager: Isabella O'Halloran
Senior Research Manager: Georgina Burnett
Head of Research: Lillian Zrim
Media Implementation Group Director: Diego Kendrick
Media Implementation Account Manager: Ronni Griffiths
Group Business Director: Erin Hudson
Media Implementation Account Manager: Sarah Lynch
Media Implementation Senior Account Manager: Nathan Pucariello
