Virgin Australia brand launched

4 May 2011 by BusinessTraveller

Virgin Blue has rebranded as Virgin Australia, to coincide with the delivery of new Boeing and Airbus aircraft featuring revamped economy and business class products.

Virgin Blue Holdings Ltd, which also owns subsidiary brands V Australia and Pacific Blue, has been rebranded as Virgin Australia Holdings, and flights will now operate under the Virgin Australia brand.

The group has embarked on an advertising campaign to promote the new name, and announcing the move CEO John Borghetti said:

“Our new brand and service values embody a vibrant and professional organisation that offers every guest an excellent travel experience. The new advertising campaign captures the fresh energy and appeal of Virgin Australia and the talent and commitment of our staff.”

The carrier took delivery of its first aircraft painted with the new Virgin Australia livery – a Boeing 737-800 and an Airbus A330-200, with further deliveries scheduled for the next twelve months.

The next-generation B737 features new economy and business class seating, although the latter will not actually be available for purchase until the last quarter of this year. Configuration is 168 seats in economy, and eight in business class (2-2 with a 37-inch pitch).

The A330 aircraft features 251 leather economy seats, and 27 seats in a brand new business class cabin, offering a 62-seat pitch. For more information and images of the new business class product, click here.

The rebrand and introduction of a premium class is part of the group’s aims to take on Australia’s flag carrier Qantas in the business class market. Virgin Blue was launched in 2000 shortly before the demise of Ansett in 2001, and is now Australia’s second largest carrier.

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Report by Mark Caswell

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