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23 September, 2017
– Launch


Richard Branson's newest international airline, V Australia, briefed Special Group to launch the airline in New Zealand.

V Australia offered a brand new fleet of stylishly fitted planes. And the brand experience promised the upmarket, younger, sassier feel of Virgin Atlantic.

Our approach was to create a simple, highly visible, memorable campaign that could work across billboards, adshels, print and experiential executions.

The launch was a remarkable success - research found that 80% of the long haul market were aware of the new brand. And nearly 100% of people who recalled the advertising correctly attributed it to the V Australia brand. Most importantly tickets sales hit or exceeded all targets.


Derek Henderson, photography. The Lounge, re-touching.