Offer best quality services to business travelers seeking low-cost, direct transfers, with the innovation and facilities synonymous with Virgin group.
Product Thrust: Cost-Effectiveness, high-end services
User Profile: Business Travelers
Performance: Quick travel, easy baggage handling
Value: Local airline
Personality: Rebellious, free-spirited and attractive
Tag Line: “Get What You Want”
Sponsors – South Sydney Rabbitohs,BrisbaneBullets
Official sponsor of the Australian National Basketball League (Virgin Blue, 2008)
Functional Benefit: Low-cost, quick travel services. Targeted around the customer’s level of satisfaction and affordability
Emotional Benefit: Exploring the rebellious side of the Australians, being free-spirited and building a strong bond with them through sponsorships of sports
Self Expressive / Symbolic Benefits: Virgin Group and Sir Richard Branson, highly renowned for his rebelliousness, free-spirit and willingness to try new things.
Credibility: Challenge to convention
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