The rebrand was part of VirginBlue's move that takes them beyond the cheap and cheerful leisure market into a carrier that aims to appeal to both corporate and leisure market.
As part of bringing VirginBlue back into line with global branding for Virgin they have officially rebranded VirginBlue as Virgin Australia. The relaunch is not a massive secret as Ausbt leaked part of a internal slide deck back in March that said the timing on phase 2 was on track and the unveiling of the new brand would happen prior to 30th June 2011. The VirginBlue re-branding was done by Sydney design agency Hulsbosch and was led by their creative director Hans Hulsbosch. The rebrand was part of VirginBlue’s move that takes them beyond the cheap and cheerful leisure market into a carrier that aims to appeal to both corporate and leisure market.
Virgin relaunch was extensive
The relaunch was supported by a complete overhaul of the Virgin brand in Australia with new uniforms designed by Australian designer Juli Grbac that compliments the new Virgin Australia look. Also relaunching is the new on-board retail menu crafted by Luke Mangan that refocuses the menu options on Australian made and owned produce while show casing a new range of Luke Mangan branded products. There are other changes such as a brand new business class service and a redesign of the cabin interiors to move them ahead of Qantas in the quest to be the number 1 airline in Australia pushed along by Richard Branson.
Backlash in the wings?
It seems that initially it’s been quite a successful relaunch for Virgin it will be interested to see how consumers take to the new name or if there might be some backlash from what is a very loyal fanbase. Sometimes consumers win out so what will be the cost if Virgin Australia is pushed back to rename the company in a few months, if the product fails heads will roll. As much as I do like the new branding and planes has the Australian element of “true blue” service been killed off with the rebrand?
What’s left for VirginBlue online?
Obviously VirginBlue has a large number of websites that have to be re-branded Virgin Australia mainly around their affiliate partnerships
- VirginBlue Tours & Activities (Godo)
- VirginBlue Car Hire
- VirginBlue Cruises
- VirginBlue Weather (WeatherZone.com.au)
- VirginBlue Travellers Cheques (AMEX)
- VirginBlue DreamWorld Tickets
- VirginBlue Event Tickets (BlueTix)
- VirginBlue Car Hire
- VirginBlue Hostels (HostelWorld.com)
- Airport Transfers (CXBookings)
Watch the official new Virgin Australia TV Ad