Virgin Australia is rolling out its first major marketing activity since the pandemic began.
The airline was thrown into major financial strife due to travel restrictions since March, and as a result was sold to Bain Capital which will officially go through November 17.
To mark the new chapter for Virgin Australia, the company is releasing its “You Can’t Keep a Good Thing Down” campaign today. The campaign was created by CHE Proximity, although DDB remains the company’s creative agency of record.
The work is fronted by Annie Jones, a 12-year-old schoolgirl from Melbourne and 2020 America’s Got Talent finalist who is unable to contain her excitement at finally returning to the airport to go on a family holiday. The film transforms the airport into a stage, and Annie’s celebration mirrors the entire country’s growing excitement as air travel makes its return.
“As state and territory borders safely reopen and more Australians consider traveling, we wanted to show them how they’ll feel to finally enter the airport again to go on that holiday they’ve been dreaming of, to conduct business or to reunite with family and friends, and this campaign certainly captures that,” says Virgin Australia general manager of brand and marketing Michael Nearhos.
“‘You Can’t Keep A Good Thing Down’ has two meanings– it’s not only a nod to Virgin Australia looking to the future but it’s also about giving travelers confidence that after a period of uncertainty, the Virgin Australia they know and love is up there flying again, and here to stay.”
The integrated campaign was a collaborative effort across Virgin Australia, Velocity Frequent Flyer and CHE Proximity. To celebrate the launch of the campaign, Virgin Australia is offering over half a million fares from just $75, including baggage and seat selection, in their ‘Go You Good Thing’ sale on now.
“It has been an honour to help tell one of the great Australian recovery stories with Virgin Australia and Velocity,” says Ant White, CHE Proximity CCO.
“‘You Can’t Keep a Good Thing Down’ is a tribute to the fighting spirit Virgin brands are born with and marks the next chapter of their success here in Australia. We’re thrilled to be going on this journey with them.
“It was really important for us to remind people of the joys of flying. Annie’s ‘good thing’ dance interprets the happy feeling we all experience just before we board a plane. Thankfully, we’ll all get to enjoy it for real with state and territory borders safely reopening soon.”
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