Commercial Analysis for Virgin Australia´s Airline

Virgin Australia which was formerly called Virgin Blue is the Australia’s second largest airline. The airline was started in 2000 by British business tycoon Sir Richard Branson and former Virgin Blue CEO Brett Godfrey. The airlines started as low-cost carrier, but went on to become a “new-world carrier” (Virgin Blue media release, 2011). This low cost airline went on to become a full-service airline by 2012 with the name of Virgin Australia. Since the year 2000 the airlines grew rapidly and posed threat to Qantas airline and over the years Virgin Blue looking at the marketing trends and characteristics of the aviation industry grew into a Full Service Airline and is considered a four star airline by research consultancy firm Skytrax. (Skytrax, 2012)

1. Message Review

1.1 Current message strategy

Virgin Australia earlier a low cost airlines, repositioned itself as a full service agency. According to the Virgin Australia YouTube video (2013), the new campaign of Virgin Australia was launched with the tagline You’re now flying. The main agenda behind the 60 second Television Commercial on the salt plains in Sydney. The ad features Virgin’s staff itself hand in hand with a team of professionals who have come together to create an attractive and lucid offering for the guests. The commercial reflects the new vibrant, full of energy, dynamic and professional organization which can go an extra mile to provide its customers a memorable travelling experience. It not only captures the commitment of the Virgin’s staff towards their external customers but also reflects the company’s promise and care towards its staff. The idea behind the advertisement is to bring together a group of energetic, talented people to create a distinct experience...

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... on its rebranding strategy because it is how the consumer views the product. Since Virgin Australia has close competition from Qantas, the company should focus on gaining the perceptual space of the consumer as a Full Service Airlines. Though the commercial of the airlines is very catchy a quick snap shot of services provided inside the flight can be a beneficial exercise for the airlines.

6.0 Media Strategy

Apart, from the effective usage of advertising through television commercial and print advertisements, the company must focus on utilizing the potential of social media to the fullest. Since in service industry viral marketing aka word of mouth is important, it is necessary that company should delight its external customers. Research must be a continuous exercise wherein they can get customer feedback continually and improve on their stratgies and services