Virgin Australia teamed up with Visit Victoria to deliver a one-night only campaign that took off on August 7 via Special PR.
The sold-out flight included a private DJ set by Client Liaison in the Virgin Australia Lounge.
“We wanted to show that Virgin Australia can turn even the shortest flight into an extraordinary experience,” said Virgin Australia chief marketing officer Libby Minogue.
“It wasn’t just about getting to Melbourne – it was about creating unforgettable moments along the way.”
60 guests - including media, and content creators - departed Sydney at 8:30pm and touched down in Melbourne.
39% of Australians rate Melbourne as the best city for after-dark activities, rising to 46% among high-income earners, according to Visit Victoria.
The campaign is rolling out across PR, experiential, social and content channels.
The campaign generated 341 pieces of earned media coverage, reaching an audience of 101 million with 99.1% positive sentiment.
“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,” said Visit Victoria CEO Brendan McClements.
Credit List
CLIENT: Virgin Australia
CHIEF MARKETING OFFICER: Libby Minogue
HEAD 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
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