Blue No More

With the launch of Virgin Australia, almost all the elements of John Borghetti’s game change strategy for what until May 4 was known as Virgin Blue are in place. And as if to emphasise that point, just days after the Virgin Australia launch, the US Department of Transportation announced its approval of the airline’s planned alliance with Delta Air Lines, giving them anti-trust immunity to operate joint services across the Pacific.

With a new name, a new business class service offering backed by new lounges and features such as valet parking and priority check-in lanes, a global reach through international airline partners Air New Zealand, Etihad and Delta, and a regional partnership with Skywest about to roll out, the elements of the game change strategy are largely now in place.