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Case study

Virgin Blue

The Virgin Group employs more than 35,000 people around the world, nearly 5000 of which are Virgin Blue team members and who share the same brand principles as Brisbane – fun, innovative and enthusiastic.

Virgin Blue and its international short-haul carriers Pacific Blue and Polynesian Blue currently operate a fleet of 66 aircrafts in and out of Brisbane. Their success as being strongly linked to Brisbane growing as a business and tourism destination and is important to Virgin Blue’s continual success.

How is Virgin Blue adopting the Brisbane Brand?

Brisbane Marketing works closely with Virgin Blue and Blue Holidays, the holiday partner of Virgin Blue, to produce successful tourism campaigns focusing on attracting visitors to the city. These campaigns leverage off major events and reinforce Australia’s New World City messages.

The co-operative activity all include the Brisbane logo as well as relevant campaign imagery/creative. These include:

  • Press/Magazine advertisements
  • A dedicated Brisbane page on virginblue.com.au/brisbane
  • Online direct advertising
  • Radio advertising which includes Brisbane - Australia’s New World City key messages

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