AviationBig prizes on offer for those who get stuck with the seat no one wants; and kids can have the desert first

Virgin Australia banishes the middle seat blues

Virgin Australia has launched its Bring on Wonderful marketing campaign
Virgin Australia has launched its Bring on Wonderful marketing campaign

Most of us have been there: You forgot to choose your favourite window or aisle seat and find yourself squeezed into the middle seat of a crowded plane.

Virgin Australia has recognised that the “dreaded” middle seat on a domestic flight can make passengers seriously grumpy, and to compensate those being squeezed on all sides (that’s a B or E seat in Economy on the Boeing 737) for the next six months they can enter a competition to win one of 26 weekly prizes.

“We know that not every seat is created equal. But we believe that every seat should be wonderful - even the ones in the middle,” Virgin said at the launch of its new branding and marketing campaign, ‘Bring on Wonderful’.

“That's why we created the Middle Seat Lottery. It turns our middle seats into a chance to win wonderful weekly prizes, including Velocity Platinum Status and a million points, Caribbean Cruises with Virgin Voyages including return flights to the US, or even a custom artwork by an Australian artist.”

Another experience enhancement launched by Virgin Australia is a ‘Reverse Kids Meals’ where children can opt to have dessert first.

Libby Minogue, chief marketing officer, Virgin Australia, said, ‘Bring on Wonderful’ is all about “challenging the status quo”.

“This isn’t just a brand campaign – we are putting words in action to make the flying experience unique and truly wonderful.”

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