Virgin Australia styles it up with fashion festival sponsorship

Virgin Australia has announced a sponsorship agreement with the Melbourne Fashion Festival, the latest in a number of sponsorship and partnering arrangements the airline has entered into which are designed to continue the upmarket repositioning of its brand image.

Under the agreement the event will be branded as the Virgin Australia Melbourne Fashion Festival for the next three years, with the first event running for the month of March in 2014. Part of the sponsorship will be the formation of a joint sales and marketing program “designed to increase visitor numbers to the event through the airline’s expansive domestic and international network,” the airline said.

Virgin Australia chief commercial officer Judith Compton said the event and the airline shared values of “innovation, style and our commitment to fostering emerging and established local, Australian talent.”