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    Virgin and Special launch next chapter of ‘Bring on Wonderful’

    Virgin Australia has rolled out the next phase of its ‘Bring on Wonderful’ brand platform, first introduced in 2022, via creative agency, Special.

    The campaign story is told through the eyes of a typically reluctant teenager about to embark on a family holiday, who is pleasantly surprised by the airline‘s baggage handlers spontaneously breaking out into a dance.

    The work was inspired by Virgin Australia team members going above and beyond: a viral video of a Perth baggage handler talking to a dog before it was loaded into the cargo hold, or a cabin crew member comforting an infant while continuing in-flight service.

    Virgin Australia’s chief marketing officer Libby Minogue said the airline was thrilled to feature its people as it launched the second phase of the ‘Bring on Wonderful’ platform.

    “It’s wonderful to hero our baggage handlers who have played a significant role in launching our Australian airline-first baggage tracking technology, one of the many customer innovations we have recently implemented,” she said.

    Nils Eberhardt, group creative director at Special, added that “the aim for this campaign was to take that wonderful personality from the tarmac into Australians’ homes.”

    “Whenever you fly with Virgin Australia, you immediately notice that their whole crew are determined to add joy to your journey,” said Eberhardt.

    The campaign will be in-market for six weeks, rolling out across TV, outdoor and digital.

    Virgin and Special launch next chapter of ‘Bring on Wonderful’

    Virgin added that over the past year, it has consistently invested in customer innovation to align with the brand platform. This includes introducing features like baggage tracking technology, Apple Pay, and Rapid Rebook, a self-service tool for managing disruptions. The airline also recently revealed plans to become the first in Australia to allow pets onboard flights. 

    Virgin staff have been recognised with Airline Ratings’ Best Cabin Crew award for six consecutive years.

    The campaign follows a number of new campaigns from Special, including Special PR partnering with Pepsi to launch ‘The Pepsi Pulse Runway Collection’, and reintroducing the ANZ Falcon.

    See also: 
    Pepsi launches new look in first major work with Special PR
    ANZ falcon returns in ‘DoppelFalcons’ via Special and PHD

    Credits:

    Virgin Australia Group 
    Libby Minogue: Chief marketing officer
    Paul Jones:  Chief customer and digital Officer
    Ange Grant: Head of group paid media
    Erina Chapman: Brand marketing leader
    Summer Skelton: Brand marketing specialist

    Special Australia
    Tom Martin and Julian Schreiber: Chief creative officers
    Simon Gibson and Nils Eberhardt: Group Creative Directors    
    Dave Hartmann: Strategy partner
    Tori Lopez: Managing director
    Rachel McEwen: Team lead
    Greig Carlow: Business director
    Brynee Roche: Business manager
    Abbie Dubin-Rhodin: Senior strategy director
    Sevda Cemo: Executive producer
    Alyce Guy: Senior film producer
    Nick Lilley: Head of stills production

    PHD
    Erin Hudson: Group business director
    Remi Baker: Head of strategy – Sydney
    Jeremy Hooper: Business director
    Riya Thakerar: Planning director
    Hugh Davidson: Investment manager
    Lauren Sawyer: Planning manager
    Lily Trainor: Senior digital manager

    Production Company – Exit Films
    Stefan Hunt: Director
    Leah Churchill-Brown: Executive producer
    Alice Grant: Producer
    Vanessa Marian: Choreographer

    Edit House – ARC Edit
    Lucas Baynes: Offline editor
    Harrison Carr Assistant: Offline Editor
    Kani Saib: Post producer – offline

    Post Production – Alt VFX
    Dave Edwards:  Post production and VFX supervisor
    Martina Joison: Post producer VFX and online

    Music – Sonar
    Jono Ma: Music composition
    Louis Moore: Music producer

    Sound – Rumble Studios
    Daniel William: Sound designer
    Siena Mascheretti: Audio post producer

    Photography – Pool Collective
    Ingvar Kenne:  Photographer
    Lauren Simpson: Producer

    The post Virgin and Special launch next chapter of ‘Bring on Wonderful’ appeared first on Mediaweek.

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