As a staple in the Aussie skies for over 20 years, Virgin Australia had cemented itself as the more accessible and relatable airline than its classically serious flying kangaroo rival. Attracting a broader, more diverse range of customers, the brand was (dare we say it) flying. Then Covid-19 hit. Grounding its fleet, almost for good.
With new ownership, came new opportunities. And so Virgin Australia engaged XXVI to craft and then apply a new and holisitic Brand Voice to help them reconnect with their base, grow their market share, and come back from the brink — bolder and better than ever.
Whilst the brand had matured over the years, research showed that Australians wanted the famous Virgin energy and cheekiness back. From here, XXVI crafted a unique set of values and Brand Voice traits that provided their heritage tone with more structure and purpose. Giving it the energy, longevity and flexibility to work across their whole scope of internal and external communications.
What followed was a distinctively ‘Virgin’ Virgin Australia Brand Voice. One that harks back to it’s bolder past to create communication that people actually pay attention to, from charming flight delay emails (it’s possible) to cheeky destination headlines, and literally everything in-between. A strategically powerful reset that’s been vital in helping Virgin Australia transition from survival mode amidst the anxiety and unpredictability of Covid, into being a delight to fly with once again.