Virgin Australia hopes to bring pandemic weary customers back to the sky in their new ‘You Can’t Keep a Good Thing Down’ campaign. Created by CHE Proximity, the ad features Annie Jones, a 2020 America’s Got Talent finalist, who’s unable to contain her excitement to go on a family holiday. The airport transforms into her very own stage as she dances jubilantly through empty lounges, gates, and security checks.
Virgin Australia General Manager Brand & Marketing, Michael Nearhos, said ‘You Can’t Keep a Good Thing Down’ is all about bringing to life the excitement of flying with Virgin Australia again.
“As state and territory borders safely reopen and more Australians consider traveling, we wanted to show them how they’ll feel to finally enter the airport again to go on that holiday they’ve been dreaming of, to conduct business or to reunite with family and friends, and this campaign certainly captures that,” said Nearhos.
“You Can’t Keep A Good Thing Down has two meanings– it’s not only a nod to Virgin Australia looking to the future but it’s also about giving travelers confidence that after a period of uncertainty, the Virgin Australia they know and love is up there flying again, and here to stay.”
The integrated campaign, which was a collaborative effort across Virgin Australia, Velocity Frequent Flyer and CHE Proximity, is the first major marketing activity ahead of the airline’s official sale to Bain Capital on Tuesday, November 17. The spot was directed by Revolver’s Matt Devine.
“It has been an honor to help tell one of the great Australian recovery stories with Virgin Australia and Velocity. ‘You Can’t Keep a Good Thing Down’ is a tribute to the fighting spirit Virgin brands are born with and marks the next chapter of their success here in Australia. We’re thrilled to be going on this journey with them,” said Ant White, Chief Creative Officer, CHE Proximity.
“It was really important for us to remind people of the joys of flying. Annie’s ‘good thing’ dance interprets the happy feeling we all experience just before we board a plane. Thankfully, we’ll all get to enjoy it for real with state and territory borders safely reopening soon.”
To celebrate the launch of the campaign, and help people take off even sooner, Virgin Australia is also offering over half a million fares from just $75, including baggage and seat selection, in their ‘Go You Good Thing’ sale on now until midnight AEDT next Friday 20 November unless sold out prior.
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