Virgin Australia partnered with Visit Victoria to launch Last Flight Club, a one-night travel experience flying Sydney passengers to Melbourne for an exclusive nightlife program before returning them at sunrise.
The sold-out event took place on Thursday 7 August, starting with a DJ set from Client Liaison in the Virgin Australia Lounge before guests boarded a full-capacity flight to Melbourne. The itinerary included a curated tour of Melbourne venues and cultural experiences, highlighting the city’s late-night offering.
“We wanted to show that Virgin Australia can turn even the shortest flight into an extraordinary experience,” Libby Minogue, Chief Marketing Officer at Virgin Australia, said. “It wasn’t just about getting to Melbourne – it was about creating unforgettable moments along the way.”
Aboard a full-capacity Virgin Australia flight, 60 guests – including media, and content creators – departed Sydney at 8:30pm and touched down in Melbourne for a whirlwind night of music, culture and hospitality.
The initiative was designed to showcase Melbourne as Australia’s nightlife capital, supported by research showing 39% of Australians rate Melbourne the best city for after-dark activities, increasing to 46% among high-income earners.
Brendan McClements, CEO of Visit Victoria, said: “Last Flight Club showcased the best bits of Melbourne, giving guests curated access to some of our most iconic venues and showcased the energy, creativity and diversity that makes the city come alive after dark.”
Sixty guests, including media and content creators, took part in the experience. The campaign ran across PR, experiential, social and content channels, generating 341 pieces of earned media coverage with an estimated reach of 101 million.
Credit
Client: Virgin Australia
Chief Marketing Officer: Libby Minogue
Head Of Partnerships, Retail & Revenue Growth: Nancy Lan / Katya Abramzon
Partnership Marketing Specialist: Sarah Dwyer
Head Of Consumer Pr & Social: Kristy Meudell
Senior Manager, Group Brand: Erina Chapman
Consumer Pr Manager: Vanessa Liebmann
Social Coordinator: Elijah Abraham
Client: Visit Victoria
Chief Marketing Officer: Shae Keenan
Group Manager Market Development & Distribution: David Evans
Commercial Partnerships Manager: Sarah Lock
Group Manager Brand Strategy & Planning: Evonne Williams
Marketing Campaigns And Programs Executive: Bee Marffy
PR Agency: Special PR
Managing Director: Alex Bryant
Group Account Director: Renee Black
Account Director: Stacie Hickey
Senior Account Executive: Bella Hayes
Team Lead: James Llewelyn-Davies
Social Lead: Liana Rossi
Art Director: Harry Roth
Copywriter: Eliza Smith
Designer: Kayla Gilbert