Embedded within the press conference from a previous article is the inaugural television advertisement for Virgin Australia. The energetic teaser paints the picture of an airline that's worlds away from the (former) drab Virgin Blue product, with a faced-paced and upbeat representation of the morphism of Virgin Blue (with no mention of the retired brand) into a full service and premium carrier.
In early 2010, Hans Hulsbosch was presented with a brief that asked his team to challenge those areas in the market where Qantas effectively held a monopoly - essentially the business market and frequent flyer programs. In a brief that was a branding strategists wet dream, Hulsbosch didn't have to look very far for inspiration. The airline has aligned itself with global Virgin airline brands and has positioned itself in a manner that'll take advantage of the passion many have for the Virgin product. The brand rationalization applies to interiors, IFEC, uniforms and strategy.
There's a clear linear story being told through the advertisement's timeline - that's if you can make sense of the cryptic references in the first 17 or so seconds - with the flight attendant we're introduced to in opening scenes making a transformation through the duration of the commercial. Aircraft cutaways (with integrated IFE), flight attendants practicing business service, and the new brand is prominent throughout.
For reasons unknown, the advert terminates with multiple Airbus A330's in formation blowing white and red smoke. Doesn't work.
At the time of the rebrand, Virgin has made a few YouTube videos available featuring some of those people driving various areas of change.
Hans Hulsbosch Talks Creating A Brand With Virgin Australia (9,273 views)
Luke Mangan Talks Cuisine For Virgin Australia (7,850 views)
Juli Grbac Talks Uniform Design For Virgin Australia (15,693 views)