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Dancing baggage handlers star in new Virgin ad

written by Jake Nelson | April 22, 2024

Virgin Australia’s “Bring on Wonderful” campaign features a team of dancing baggage handlers. (Image: Virgin Australia)

Virgin Australia has put its baggage handlers front and centre of a new ad campaign.

The next phase of the “Bring on Wonderful” campaign features an ad with dancing baggage handlers and comes not long after Virgin brought all its international baggage handling in-house and rolled out its app-based baggage tracking system nationwide.

The 60-second video, developed with creative agency Special Australia, shows a teenage girl seated on a Virgin plane watching an unexpected dance by baggage crew. According to Virgin Australia chief marketing officer Libby Minogue, the campaign looks to highlight the important role of frontline staff in shaping customer experience.

“We are thrilled to launch the second phase of the Bring on Wonderful platform, featuring our people, who are at the heart of Virgin Australia,” she said.

“It’s wonderful to hero our baggage handlers who have played a significant role in launching our Australian airline-first baggage tracking technology, one of the many customer innovations we have recently implemented.


“We look forward to continuing to deliver uplifting experiences for our guests as we roll out new innovations, underpinned by our award-winning service.”

The campaign will run for six weeks and includes TV, outdoor and digital components. Nils Eberhardt, GCD at Special, said it was inspired by the ways Virgin crew go “above and beyond”, such as in viral videos of a baggage handler talking to a dog before it was loaded onto a flight, and a cabin crew member comforting a baby.

“Whenever you fly with Virgin Australia, you immediately notice that their whole crew are determined to add joy to your journey,” he said.

“The aim for this campaign was to take that wonderful personality from the tarmac into Australians’ homes.”

Virgin Australia last year announced it would “insource” its international ramp operations at Brisbane, Sydney and Melbourne, with around 40 ramp staff to be given extra training and upskilling. Melbourne and Sydney began the transition in February, with Brisbane to follow suit in May.

Virgin currently employs around 1,000 ramp staff. The change will complement the airline’s existing structure in Adelaide, uniting all Virgin’s mainline domestic and international airports under the same model.

The airline in January also made its baggage tracking service available on every domestic Virgin flight, as well as international flights to destinations including Queenstown, Bali, Fiji, Samoa, Vanuatu and Japan.

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