Virgin Blue Group is calling on the pizazz of Virgin founder Richard Branson as part of the promotion of its new name and brand.
Branson and Virgin Blue Group CEO John Borghetti will launch a major rebranding at Sydney Airport tomorrow, with the new name tipped to be Virgin Australia.
Virgin Blue creative director Hans Hulsbosch and Clemenger BBDO have worked together to design the new brand and huge marketing effort supporting it. The marketing campaign will include the use of television, print, online and outdoor media.
A Virgin Blue spokesperson told AdNews that tomorrow's launch will involve a “new livery, a new look and feel” for the company as it aims to extend its appeal “across all customer sectors”.
Andy Pontin, CEO of Clemenger BBDO Sydney, said it will be the start of "the long-term evolution of the brand".
Virgin is also expected to release details of several new initiatives, including its business class offering, new airport lounges and a revamp of its loyalty program. Recently, Virgin has been building a global network alliance after signing deals with Eithad and Air New Zealand, and another with Delta Air Lines is under review.
The airline is also planning to expand to Asia using swimmer Ian Thorpe as a brand ambassador.
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