30 Sept 2017

Here's to looking up

Virgin Australia has unveiled its new brand platform in front of more than four million Australians on the nation’s biggest stage; the 2017 Toyota AFL Grand Final.

This is the first campaign Virgin Australia has launched with DDB Sydney as the airline’s advertising agency and it will roll out across digital, outdoor, magazines, print, social media and radio.

Virgin Australia Chief Marketing Officer Inese Kingsmill said: “Our new brand platform, ‘Here’s to looking Up’, recognises the evolution of Virgin Australia and captures the spirit and values of our people and our guests.

“Our people are renowned for their positive energy and can-do attitude, so in developing our new brand direction, we wanted to encapsulate this spirit that makes Virgin Australia unique.

“We couldn’t find the right word to embody our belief so in true Virgin Australia style, we created a word that we call ‘Uptimism’.

“We believe that a positive and optimistic approach can open up a world of opportunities and we want this essence to shine through in our guests’ travel experiences. At a time when there is much uncertainly in the world, we believe that even when times are tough, a positive attitude helps achieve better outcomes,” said Mrs Kingsmill.

DDB Australia Chief Creative Officer Ben Welsh said: “Virgin as a brand is the embodiment of optimism.

“When you look at Virgin Australia’s role in society in connecting people with opportunity and their belief in better, you can see how Uptimism felt right.

“Executionally, we wanted to capture the upbeat excitement of the brand,” said Mr Welsh.

View the work.