The cheeky campaign aims to set Velocity apart in an increasingly crowded loyalty market, where the average Aussie is a member of more than five programs.
The campaign’s strategic approach followed research that revealed an important shift in consumer perceptions of loyalty points from a ‘nice-to-have boost’ to a ‘must-have tool’ for helping Australians book the holiday they want, without breaking the bank – a timely insight given the ongoing cost of living and interest rate pressures on households.
The resulting creative platform is a bold, tongue-in-cheek celebration of the everyday wins that come with being a Velocity member.
The new initiative highlights the savvy members who make the most of the Velocity program, turning everyday spending and typically passive transactional moments (like shopping at the supermarket) into meaningful holiday experiences.
“We know the value Velocity Points deliver to Australians every day and the Way to Go platform clearly differentiates our brand in the market in a way that is unmistakably Velocity,” said Libby Minogue, Virgin Australia Chief Marketing and Customer Operations Officer.
“Way to Go celebrates what members love most about Velocity – the ease of turning everyday spending into wonderful holidays and experiences.
“As Australians continue to feel the pinch from the rising cost of living, we know Way to Go will support members in making their everyday spending go further with Velocity.”
The campaign launched yesterday and runs across TV, BVOD, OOH, DOOH (animated), Social (TikTok, Meta), creator channels and direct (display and CRM).
“At its heart, this platform is about member recognition. 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’,” said Julian Schreiber, CCO and Partner at Special, who developed the campaign.
“It makes the loyalty program members feel like they’re insiders, part of something special and valuable that rewards them over time. – and that’s what loyalty is all about.”
