Game Changer?

The elements of Virgin Blue’s ‘Game Change Program’ are rapidly falling into place – The airline’s first Airbus A330 is now in country, first details of its business class have been revealed, new pilot and cabin crew uniforms have been introduced, orders for “up to” 18 ATR 72s have been placed for regional expansion, new menus are being introduced, high profile corporate accounts (such as the AFL) have been landed, and the V Australia long haul arm is now flying to Abu Dhabi to link up with new alliance partner Etihad Airways.

And it seems likely that the final, and most visible, elements of the plan, a new name, branding and aircraft livery, will soon be in place, certainly by the time the A330s enter transcontinental domestic service in May. (The rumour mill suggests ‘Virgin Australia’ will be adopted, at least for domestic operations – but that is, after all, just a rumour. ) Interestingly, May will also mark the first anniversary of John Borghetti assuming the managing director and CEO role at Virgin Blue – or as the company currently refers to itself, the Virgin Blue Group of Airlines. He’s clearly been a busy man, as the above list attests. Within 12 months he will have fundamentally recast Virgin Blue, with few vestiges remaining of its cheap and cheeky, anti-establishment origins.