Velocity Frequent Flyer has come up with a new long-term brand platform designed to position the program as the savvy traveller’s ‘Way to Go’ when it comes to booking holidays.
Developed by independent agency Special, the campaign aims to differentiate Velocity in an increasingly crowded loyalty market, where the average Australian now belongs to more than five programs.
Reframing points in a cost-conscious climate
Special’s strategic approach followed research that showed a shift in how Australians view loyalty points. What was once seen as a ‘nice-to-have’ is now increasingly considered a ‘must-have’ tool for helping people book the holidays they want without blowing the budget.
The insight comes at a time when cost-of-living pressures and higher interest rates continue to weigh on household spending, making value-driven travel choices more important than ever.
Celebrating the everyday wins of members
The resulting creative platform takes a tongue-in-cheek approach, celebrating the small but meaningful wins that come with being a Velocity member.
The work spotlights savvy travellers who turn everyday spending, including routine purchases like supermarket shopping, into memorable holiday experiences.
A hero film leads the campaign, supported by social and out-of-home executions. The spot follows ‘Gary’ as he arrives at an open-air resort bar with his Virgin Australia and Velocity-tagged suitcase, greeted with knowing nods and raised glasses from fellow guests, staff and even animated characters.
An irreverent voiceover congratulates Gary on his points smarts with lines such as ‘Cheers to you, you savvy devil’ and ‘You played it well’, before closing on the campaign tagline ‘Way to Go’ as a Virgin aircraft takes off in the background.
Building insider status through loyalty
The ‘Way to Go’ positioning extends across digital, static and animated OOH, and social, introducing a series of ‘points legends’ including Points Wranglers, Whisperers, Maestros and Prodigies.
Each is shown enjoying points-enabled getaways, from poolside lounges to beach escapes and spa retreats.
Special chief creative officer and partner Julian Schreiber said the platform is designed to make members feel recognised.
“At its heart, this platform is about member recognition,” Schreiber said. “It’s a playful, heartfelt moment to say, ‘You’ve earned this. Way to go on turning your Velocity points into the flights you deserve. You played it well’.”
Velocity doubles down on value
Virgin Australia chief marketing and customer operations officer Libby Minogue said the campaign clearly differentiates Velocity in the loyalty space.
“We know the value Velocity Points deliver to Australians every day, and the Way to Go platform clearly differentiates our brand in a way that is unmistakably Velocity,” Minogue said.
“It celebrates the ease of turning everyday spending into wonderful holidays and experiences.”
The campaign launches on 19 January and will run across TV, BVOD, OOH, DOOH, social platforms including TikTok and Meta, creator channels, and direct channels spanning display and CRM.
CREDITS
VIRGIN AUSTRALIA
CMO: Libby Minouge
General Manager Member Engagement: Emma King
General Manager, Member Growth & Engagement: Rebecca Baart
Group Head of PR & Brand: Matthew Ongarello
Senior Manager, Group Brand: Erina Chapman
Brand Marketing Manager: Jacinda Alderson Tutty
Brand Marketing Manager: Toni Hamilton
Head of Airline Brand & Tactical Marketing: Angela Grant
Group Paid Media Manager: Josh Iselin
Performance Marketing Specialist: Yamini Sukhwani
Senior Designer: Simone Woollard
Consumer Public Relations Manager: Vanessa Liebmann
CREATIVE AGENCY
Agency: Special Australia
Partner/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Dave Hartmann
Managing Director: Tori Lopez
Creative Director/Creative: James Sexton
Creative Director/Creative: Harry Neville-Towle
Creative: Noah Regan
Creative: Jared Wicker
Creative (Social): Mia McGuire
Creative (Social): Imogen Smith
Senior Strategy Director: Abbie Dubin-Rhodin
Team Lead: James Llewelyn-Davies
Senior Business Director: Jonno Andrews
Business Manager: Alice Bishop
Head of National Production: Tash Johnson
Head of Stills Production: Nick Lilley
Senior Producer: Alyce Guy
Head of Design: Adam Shear
Design: Cameron Morris
FA: John Rivera
Creative Services Manager: Kristie White
PRODUCTION
FILM
Director: Adam Gunser
DOP: Sam Chiplin
Production Company: Good Oil
Executive Producer: Sam Long, Juliet Bishop
Producer: Chana McLallen
Casting: Peta Einberg Casting
Production Designer Neville Stevenson
Wardrobe Leon Krasenstein
Local Production and Casting: Lynx Films, Rob O’Hare
Post Production: Arc Edit
Offline: Lucas Baynes
Grade: Matic Prusnik
Online Jesse Meha
Executive Producer: Daniel Bradford-Fry
Post Producer: Maya Kilic
Sound and Music: Rumble Studios
STILLS
Photographer: Christopher Tovo
Stills Assist: Jacob Lowe
Retouching: SheTouch, Bridget Allen
Stills Producers: Alyce Guy/ Emily WIllis/ Nick Lilley
SOCIAL
DOP: Shaun Heppie
Social Shoot Producer: Lucy Whirledge
Art Department: Sophia Musarra
HMU: Nicola Johnson
Runner: Katy Green
Offline Editor: Josh Groom
Online Edit: Carve and Stitch
Post Producer: Emily Willis
MEDIA
Business Director: Jeremy Hooper
Planning Director: Lauren Montgomery
Planning Manager: Isabella O’Halloran
Senior Research Manager: Georgina Burnett
Head of Research: Lillian Zrim
Media Implementation Group Director: Diego Kendrick
Media Implementation Account Manager: Ronni Griffiths
Group Business Director: Erin Hudson
Media Implementation Account Manager: Sarah Lynch
Media Implementation Senior Account Manager: Nathan Pucariello