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FROM VIRGIN BLUE TO
REBRAND
VIRGIN AUSTRALIA
CASE STUDY
CAMPAIGN
Virgin Australia rebrand and
repositioning
CLIENT
Virgin Australia
AGENCY
Hulsbosch
BACKGROUND
In 2000, Virgin Blue was
launched with two aircraft
operating on a single route.
A decade on, with 91 aircraft ...
OBJECTIVES
If Virgin Australia wanted to
compete as a contemporary
business and leisure carrier, it
needed to shift away f...
STRATEGY
Employing a five-senses
approach to its brand
revitalisation strategy in order
to enhance the airline’s appeal
to...
EXECUTION
All brand iterations were
redesigned, from a new name
and brand identity, aircraft
livery and interiors.
Hulsbos...
RESULTS
Year ending 30 June 2012
results:
• Corporate and government segment
reached 20% of domestic revenue,
an objective...
NEWS, VIEWS 

AND RESOURCES

EMAILED DAILY
THIS CASE STUDY IN FULL
Marketing TO YOUR
DOOR 6 TIMES A YEAR
Want more?
www.ma...
Case study: Virgin Australia Rebrand and Repositioning (from Virgin Blue)
Case study: Virgin Australia Rebrand and Repositioning (from Virgin Blue)
Case study: Virgin Australia Rebrand and Repositioning (from Virgin Blue)
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Case study: Virgin Australia Rebrand and Repositioning (from Virgin Blue)

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Case study: Virgin Australia Rebrand and Repositioning (from Virgin Blue)
Campaign: Virgin Australia rebrand and repositioning
Client: Virgin Australia
Agency: Hulsbosch

Published in: Marketing, Business
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Case study: Virgin Australia Rebrand and Repositioning (from Virgin Blue)

  1. 1. FROM VIRGIN BLUE TO REBRAND VIRGIN AUSTRALIA CASE STUDY
  2. 2. CAMPAIGN Virgin Australia rebrand and repositioning CLIENT Virgin Australia AGENCY Hulsbosch
  3. 3. BACKGROUND In 2000, Virgin Blue was launched with two aircraft operating on a single route. A decade on, with 91 aircraft in its fleet, Virgin Blue was losing money and market share and the future was unsustainable. This called for a major revitalisation. Full case study at: marketingmag.com.au/case-studies
  4. 4. OBJECTIVES If Virgin Australia wanted to compete as a contemporary business and leisure carrier, it needed to shift away from its low-cost image and undergo a complete brand repositioning. The goal driving the revitalisation was to increase the airline’s business customer market share by attracting a significant portion of its competitor’s affluent business customers. Full case study at: marketingmag.com.au/case-studies
  5. 5. STRATEGY Employing a five-senses approach to its brand revitalisation strategy in order to enhance the airline’s appeal to consumers, Hulsbosch looked at sight, aural, touch, taste and smell, and how each could be expressed through the brand. Full case study at: marketingmag.com.au/case-studies
  6. 6. EXECUTION All brand iterations were redesigned, from a new name and brand identity, aircraft livery and interiors. Hulsbosch also designed the concepts for the lounges, which feature a contemporary design. The Hulsbosch team also worked with fashion designer Juli Grbac to provide input into uniforms, scarves, ties and badges. Full case study at: marketingmag.com.au/case-studies
  7. 7. RESULTS Year ending 30 June 2012 results: • Corporate and government segment reached 20% of domestic revenue, an objective of the company reached a year ahead of schedule, • statutory profit after tax of $22.8 million, and improvement of $90.6 million on the previous financial year, • yield growth of 12.2%, and • Velocity Frequent Flyer membership grew from 2.5 million to 3.2 million. Full case study at: marketingmag.com.au/case-studies
  8. 8. NEWS, VIEWS 
 AND RESOURCES
 EMAILED DAILY THIS CASE STUDY IN FULL Marketing TO YOUR DOOR 6 TIMES A YEAR Want more? www.marketingmag.com.au

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