04 May, 2011

Virgin Austrlia launched

Virgin has vowed to break the long running monopoly of Qantas as it relaunched the airline as Virgin Australia.

Speaking at the launch, Virgin Australia chief executive John Borghetti, revealed that Virgin’s three major brands, Virgin Blue, V Australia and Pacific Blue will sit under the one brand by the end of the year.  Virgin will operate under the Virgin Australia name as of today, with V Australia and Pacific Blue rebranding by December.

Following concerns the company’s four existing brands – Polynesian Blue is the fourth - were too convoluted and lacked cohesion, Borghetti said he expects the consolidation will reposition Virgin as a “low-cost, quality airline that is attractive and affordable to passengers.”

Virgin founder Sir Richard Branson says the launch will enable the Virgin group to build one brand that is recognised globally.

Borghetti added “Polynesian Blue is just one aircraft at this point, and we are yet to have this dialogue with the Samoan government to determine what will suit both parties,” he said.

Polynesian Blue is the joint-venture airline between the Government of Samoa and Virgin Australia.  It operates direct flights between Apia, Auckland, Sydney and Brisbane.

Source: Travel Today