Virgin Australia taps Suddenly for travel media network
The network will reach more than 300,000 lounge visitors each month across seven major city airports, who spend an average of 70 minutes in Virgin Australia lounges.
Virgin Australia unveiled its Travel Media Network in partnership with News Australia’s content agency Suddenly at Beyond’27 Travel showcase.
This network will give brands access to the airline’s almost 21 million annual customers across digital, lounge, in-flight and experiential channels.
The content agency will manage the network’s advertising sales, giving brands access to Virgin Australia customers at different stages of their travel journey.
At the presentation, Emily Ross, News Australia Client Partnerships National Head of Travel, told attendees the roadmap and commercial opportunities are tremendous for brands to reach Virgin Australia guests who are premium, business and leisure travellers.
“Digital screens in airport lounges nationally, in-lounge activations, EDMs, Virgin socials and websites, in-flight Wi-Fi, and bold ideas like wrapping an entire aeroplane, which I hope someone in this room does,” Ross quipped.
The Virgin Australia Travel Media Network will also build on the existing relationships Medium Rare has, including CommBank and David Jones, which Ross noted provide more touchpoints for brands to engage with high-value audiences.
The network will reach more than 300,000 lounge visitors each month across seven major city airports, who spend an average of 70 minutes in Virgin Australia lounges.
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The network will also include Virgin Australia’s website and app, which attract more than 3 million visitors each month. In-flight Wi-Fi sponsorships and targeted email opportunities are also planned for the network.
Brands can activate experiential campaigns across Virgin Australia lounges, including pop-up experiences, sampling hubs, and integrations with cultural events and the airline’s celebration flights.
Virgin Australia Chief Marketing and Sustainability Officer Libby Minogue also spoke at News Australia’s Travel showcase and said the network would give brands access to customer touchpoints across the travel journey.
“It's been a long time coming, so we're thrilled to partner with Suddenly as our sales partner for the travel media network.”
“When I look at the touchpoints in the airline journey, there are so many opportunities to engage with consumers in each of those spaces, and especially on board as a captive audience,” she added.
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