Virgin Australia launches Middle Seat Lottery
- Virgin Australia has today launched its first customer innovation, the Middle Seat Lottery, since yesterday announcing the airline’s new brand and advertising platform, Bring on Wonderful.
- To celebrate the launch at Melbourne Airport this morning, Virgin Australia Group CEO Jayne Hrdlicka surprised all guests who were seated in middle seats on a flight to Adelaide with over $350,000 USD worth of FREE Virgin Voyages cruises.
- The Middle Seat Lottery follows a 24-month transformation of the airline which returns Virgin Australia to profitability.
- The Middle Seat Lottery will run until 23 April 2023, transforming middle seats on the airline’s domestic flights from the least favourite to the most fun and wonderful. Guests who sit in the middle seat will have a chance to win one of the extraordinary prizes on offer, with a new prize and winner every week.1
- To mark this significant milestone, Virgin Australia has dropped over 800,000 airfares from as low as $55~ one-way (Economy Lite) from Sydney to Byron in the airline’s Bring on Wonderful sale.
Virgin Australia has today launched its first customer innovation, the Middle Seat Lottery, since yesterday announcing a new brand and advertising campaign, Bring on Wonderful, following a 24-month transformation journey which returns the airline to profitability.
Bring on Wonderful sets a foundation to elevate every part of the customer journey when flying with Virgin Australia, starting with the middle seat which has been a bug bear for travellers since the dawn of aviation.
The Middle Seat Lottery literally turns Virgin Australia middle seats into wonderful lottery tickets.1 The middle seat, which has always struggled for popularity, will be transformed into the luckiest seat on the plane with more than $230,000 worth of prizes up for grabs throughout the competition, for guests who either select or who are assigned a middle seat when flying with Virgin Australia until Sunday 23 April 2023.
Through a social media survey in May 2022, Virgin Australia discovered that travellers are least likely to choose the middle seat, with less than 1 per cent intentionally selecting the middle seat as their first seat preference*.
As at May 2022, 62 per cent of Velocity Frequent Flyer members who nominated their seat preference favoured the aisle, 35 per cent the window and just 3 per cent nominating “any seat”**.
For each week of the competition, one winner will be randomly selected from guests who enter the Middle Seat Lottery, winning one of 26 unique and wonderful prizes. Prizes up-for-grabs include:
- Platinum Velocity Frequent Flyer Status plus one million Points.
- A cruise in the Caribbean with Virgin Voyages, including return Premium Economy flights to the USA with United Airlines.
- Flights and tickets to your AFL team’s away games in 2023.
- Flights to Melbourne plus entry to the AFL ‘Before the Bounce’ pre-game lunch, AFL Grand Final seats, a pre-game boundary line experience, merchandise and entry to the AFL Grand Final after party.
- A helicopter pub crawl extravaganza, including return flights to Darwin.
- Cairns adventure package including accommodation, return flights, and a range of thrilling adventures - Bungy jumping, giant swinging, river rafting or tubing in the great Barron River.
The full prize list can be viewed here.
How to enter the Middle Seat Lottery in three easy steps
- Be a Velocity Frequent Flyer member, aged 18 years or older;
- Fly in any middle seat on a Virgin Australia-operated domestic flight by Sunday 23 April 2023;
- Open the Virgin Australia app and tap the Middle Seat Lottery tile to find your flight and enter your details. Entrants must enter the competition within 48 hours of their flight’s scheduled departure time.
Winners will be contacted via email after each week's draw. Those who aren't already Velocity Frequent Flyer members can join for free, here.
To celebrate the launch of the Middle Seat Lottery, Virgin Australia Group CEO Jayne Hrdlicka surprised an entire flight of unsuspecting travellers flying on VA219 from Melbourne to Adelaide today (Monday 24/10), with each guest seated in a middle seat receiving a Virgin Voyages sailing valued at up to $5,999 USD (total value given away today is USD $350,000+). Virgin Australia ensured no one went home empty-handed, offering each aisle and window seat passenger 10,000 Velocity Points.
Virgin Australia 24-month major transformation
Bring on Wonderful comes as Virgin Australia continues its ongoing business transformation, which returns the airline to profitability this financial year. To date, the transformation journey has consisted of hundreds of projects since Virgin Australia was relaunched in November 2020. The transformation program has enabled the airline to increase its fleet size by over 60 per cent, as well as hire thousands of new team members, refresh its catering offering, reimagine its brand and customer experience to provide more value and choice, forge significant partnerships, restructure its costs to enable great value airfares, commit to target net zero emissions by 2050 and more.
Transformation highlights and results since November 2020:
- Since November 2020, Virgin Australia has restructured its cost base and completely transformed the commercial function of the airline, removing over $300 million in annual costs;
- 2,000+ new team members hired, including all previously stood down team members given the opportunity to re-join the business;
- Airfare pricing restructured, resulting in better value Economy and Business Class airfares with some of Virgin Australia’s domestic Economy fares up to 30 per cent better value than the airline’s nearest competitor and Business Class fares almost 60 per cent better value than the same competitor^;
- Committed to a net-zero emissions target by 2050 as part of ongoing efforts towards more sustainable flying;
- Simplified the airline’s business model to largely include a single Boeing 737 fleet type which has allowed Virgin Australia to grow its fleet size by more than 60 per cent. The simplification also included the restructure of a Boeing 737 MAX-10 aircraft order, as well as the order of eight MAX-8 aircraft, anchoring the airline’s sustainable pathway to 2050;
- Launched a host of significant customer improvements, including the re-opening of domestic Lounges, onboard Wi-Fi, new menus, including a reverse kids’ meal where children can eat the dessert first, and partnerships with 7-Eleven, Boost Juice, Betty’s Burgers, Myer and P.E Nation;
- Restarted international flying to Bali and Fiji, with additional international destinations to come (Queenstown in November 2022, and Vanuatu and Samoa in March 2023);
- Worked to improve integration of Velocity Frequent Flyer with the Virgin Australia business, with the Velocity membership base set to hit 11 million members by year's end;
- Launched Virgin Australia Business Flyer to provide greater value and rewards to Australian small and medium sized businesses. Thousands of businesses have since joined the program;
- Transformed the airline’s Digital and IT systems, including a $300 million investment in new technology and website upgrades, resulting in a 70+ per cent increase in direct bookings via virginaustralia.com;
- Implemented a paid marketing search and performance strategy, resulting in Virgin Australia moving to the number-one ranked Australian travel company on Google;
- Restructured the discount airfare model for corporate travellers, resulting in the recontracting of over 450 large corporate accounts who now receive greater value airfares when they fly;
- Launched new partnerships with United Airlines and Qatar Airways, growing total international network reach to over 500 destinations around the globe.
- Achieved significant improvements in operations with on time performance stable and cancellation rates back to pre-pandemic levels.
Commentary
Virgin Australia Group CEO Jayne Hrdlicka said the airline was entering a new era with the mission of creating unique, uplifting and industry-leading experiences that take flying out of the mundane and into the wonderful.
“We are proud of the journey we’ve been on over the last 24-months, with many achievements and learnings that have formed our ambitions for the future of Virgin Australia, our people and our guests,” said Ms Hrdlicka.
“Virgin Australia is an airline that’s doing things differently and we are having a lot of fun coming up with exciting new innovations to make every part of the travel experience more wonderful.
“This year alone we have launched new partnerships with Betty’s Burgers, Boost Juice, Myer and P.E Nation along with Qatar Airways and United Airlines and now we’re giving our loyal guests the opportunity to win from a prize pool valued at over $230,000 for simply sitting in a middle seat.
“Confidence in our business strength and operation is at an all-time high. We have a strong balance sheet, some of the best management in the industry working on our ongoing business transformation and we’re well advanced in returning to profitability this financial year.
“We’ve only just touched the tip of the iceberg in what’s possible and there’s so much energy right across Virgin Australia to make sure we are doing our best to leave a positive difference every time our guests fly with us.
“Virgin Australia was born from innovation and this is just another chapter in our story,” she said.
Virgin Group Founder Sir Richard Branson said he is delighted to see Virgin Australia charting a new path.
“I’m delighted to see Virgin Australia going from strength to strength while reinventing what it means to be a traveller 22 years after we started this airline with the mission to do things differently,” said Sir Richard.
“The passion to make this airline truly wonderful is infectious. It’s fantastic to see the collaboration between Virgin Australia and Virgin Voyages to provide such brilliant prizes for the Middle Seat Lottery.
“Wonderful customer service is at the forefront of every Virgin business around the world and I can’t wait to see what Virgin Australia has in store for their loyal customers next,” he said.
Bring On Wonderful Sale with fares from $55~
To celebrate the new chapter and to give customers the opportunity to experience ‘wonderful’ with great value, Virgin Australia has launched a sale on over 800,000 seats from as low as $55~ one-way (Economy Lite) from Sydney to Ballina-Byron in its Bring on Wonderful Sale until midnight AEST 31 October 2022. More information here.
For more information on Bring on Wonderful, visit virginaustralia.com/bringonwonderful and for the Middle Seat Lottery, visit virginaustralia.com/middleseatlottery.
Read the full Bring on Wonderful announcement here.
ASSETS
- VIDEO NEWS RELEASE due by 3.00pm AEDT Monday 24 October 2022
- VIEW BRING ON WONDERFUL HERO FILM ON YOUTUBE HERE
- DOWNLOAD FILMS HERE
- DOWNLOAD IMAGES HERE
MORE INFORMATION:
Seat Preference Data
*In a research poll undertaken in May 2022 on Virgin Australia social media channels, more than 7,500 respondents voted in favour of their preferred seat:
- Approximately 67 percent voted in favour of an aisle seat;
- Approximately 34 per cent voted in favour of a window;
- Just 0.6 per cent of respondents voted in favour of a middle seat.
**Data from nearly 700,000 Velocity Frequent Flyer members who have reported a seat preference, 62 per cent have chosen the aisle as their preferred seat, 35 per cent have chosen a window, and only 3 per cent voted “any seat”.
Bring on Wonderful Sale Economy fare highlights (one-way)
- Sydney <> Byron Bay from $55
- Sydney <> Sunshine Coast from $75
- Sydney <> Gold Coast from $79
- Nadi, Fiji <> Sydney from $479 Economy return
- Melbourne <> Sydney from $89
- Melbourne <> Cairns from $135
- Melbourne <> Gold Coast from $89
- Melbourne <> Sunshine Coast from $105
- Adelaide <> Melbourne from $79
- Brisbane <> Cairns from $95
- Brisbane <> Hamilton Island from $95
- Perth <> Sydney from $205
- Perth <> Cairns from $169
- Perth <> Hobart from $195
- Perth <> Launceston from $195
- Perth <> Melbourne from $215
- Launceston <> Adelaide from $85
- Hobart <> Gold Coast from $109
- Darwin <> Adelaide from $139
^Butler Caroye domestic airfare review, August 2022
- An airfare study conducted by external consultant Butler Caroye released in August 2022 has found that, between March and June 2022, some of Virgin Australia’s corporate domestic Economy fares were up to 30 per cent better value in comparison to the airline’s nearest competitor.
- The same study found that Virgin Australia Business Class fares were almost 60 per cent better value than the same competitor, with Virgin Australia selling seats at the pointy end between Melbourne and Sydney for as low as $299 one-way. Butler Caroye, “Australian Domestic Business Airfares in 1st Half 2022 – Blue Paper”, August 2022. The full study can be read here.
Middle Seat Lottery full prize list
Relevant Draw Period Number |
Prizes |
Fly between |
Winner Notification Date |
1 |
Winner will receive:
(estimated value of $14,152AUD including GST). Conditions of travel subject to Virgin Voyages Bill of Rights and Health & Vaccine Requirements Flights subject to availability and blackout periods may apply. |
24 Oct - 30 Oct 2022 |
4 Nov 2022 |
2 |
Winner will receive Platinum Velocity status for 12 months and 1,000,000 Velocity Points (estimated value of $30,517AUD) which will be awarded to the winner’s Velocity Frequent Flyer account used to enter the Promotion. |
31 Oct - 6 Nov 2022 |
11 Nov 2022 |
3 |
Winner will receive:
(estimated value of $7,200AUD including GST). Prize package is not available to use on public holidays, school holidays. Other blackout periods may apply. |
7 Nov - 13 Nov 2022 |
18 Nov 2022 |
4 |
Winner will receive a refurbished, themed galley half cart (estimated value of $10,000 AUD including GST). |
14 Nov - 20 Nov 2022 |
25 Nov 2022
|
5 |
Winner will receive:
(estimated value of $4,970 AUD including GST). Accommodation: Not available during public holidays/school holidays.
Cairns Adventure Group:
All parts of the Prize must be used by October 2023 and subject to availability.
|
21 Nov - 27 Nov 2022 |
2 Nov 2022 |
6 |
Winner will receive:
(estimated value of $4,378AUD including GST). Bed either one king or two doubles. Two adults per room maximum (double occupancy). Parking and breakfast available at additional charge. Not available on specific dates: Must be booked at least 14 days prior to arrival, subject to availability. Other blackout periods may apply. |
28 Nov - 4 Dec 2022 |
9 Dec 2022 |
7 |
Winner will receive a refurbished, themed galley half cart (estimated value of $10,000 AUD including GST). |
5 Dec - 11 Dec 2022 |
15 Dec 2022 |
8 |
Winner will receive:
(estimated value of $2,200AUD including GST). Conditions of travel subject to Virgin Voyages Bill of Rights and Health & Vaccine Requirements |
12 Dec - 18 Dec 2022 |
23 Dec 2022 |
9 |
Winner will receive Platinum Velocity status for 12 months and 1,000,000 Velocity Points (estimated value of $30,517AUD) which will be awarded to the winner’s Velocity Frequent Flyer account used to enter the Promotion. |
19 Dec - 25 Dec 2022 |
13 Jan 23 |
10 |
Winner will receive:
(estimated value of $12,400AUD including GST). Flights valid for 12 months from issue. Lounge membership is subject to the Virgin Australia Lounge Terms and Conditions and Lounge Rules. |
26 Dec - 1 Jan 2023 |
13 Jan 23 |
11 |
Winner will receive:
(estimated value of $4,080AUD including GST). This prize is for two (2) adults only and is not transferable, available for sale or redeemable for cash. Prize must be redeemed within the validity period or prize will be forfeited. If the prize is transferred it will be forfeited. Bookings must be made no later than 14 days prior to travel (however it is recommended to book 3-6 months in advance to secure your preferred travel dates).Prize is subject to availability and is not available over restricted travel dates including but not limited to: 21 December 2022- 7 January 2023, 7 April – 9 April 2023, 9 June – 11 June 2023, 19 - 26 August 2023, 29 September – 1 October 2023, 21 December 2023 – 7 January 2024. School holidays and further blackout dates may apply. Any additional incidental charges such as meals (other than those specified), mini-bar, laundry, room service, telephone calls, etc, charged to your room are at your expense and should be settled prior to departure. |
2 Jan - 8 Jan 2023 |
13 Jan 23 |
12 |
Winner will receive:
(estimated value of $3,300AUD including GST). |
9 Jan - 15 Jan 2023 |
20 Jan 2023 |
13 |
Winner will receive:
(estimated value of $11,116AUD including GST). Redemption for AFL season March-September 2023. |
16 Jan - 22 Jan 2023 |
27 Jan 2023 |
14 |
Winner will receive:
(estimated value of $2,200AUD including GST). Conditions of travel subject to Virgin Voyages Bill of Rights and Health & Vaccine Requirements |
23 Jan - 29 Jan 2023 |
3 Feb 23 |
15 |
Winner will receive:
(estimated value of $2,950AUD including GST). |
30 Jan - 5 Feb 2023 |
10 Feb 23 |
16 |
Winner will receive:
(estimated value of $3,500AUD including GST). Prize must be claimed by the last Carlton Football Club home game of the 2023 AFL Season. |
6 Feb - 12 Feb 2023 |
17 Feb 23 |
17 |
Winner will receive:
(estimated value of $3,090 AUD including GST). Not available on specific dates: Must be booked at least 14 days prior to arrival, subject to availability. |
13 Feb - 19 Feb 2023 |
24 Feb 23 |
18 |
Winner will receive a refurbished, themed galley half cart (estimated value of $10,000 AUD including GST). |
20 Feb - 26 Feb 2023 |
3 Mar 23 |
19 |
Winner will receive:
(estimated value of $4,134 AUD including GST). Helicopter Tour: bookings subject to availability |
27 Feb - 5 Mar 2023 |
10 Mar 23 |
20 |
Winner will receive:
(estimated value of $8,000AUD including GST). Details of the prize will be confirmed closer to the 2023 Grand Final date. |
6 Mar - 12 Mar 2023 |
17 Mar 23 |
21 |
Winner will receive a custom commission art piece by a prominent Australian artist (estimated value of $20,000AUD including GST). |
13 Mar - 19 Mar 2023 |
22 Mar 23 |
22 |
Winner will receive a refurbished, themed galley half cart (estimated value of $10,000 AUD including GST). |
20 Mar - 26 Mar 2023 |
29 Mar 23 |
23 |
Winner will receive:
(estimated value of $3,900 AUD including GST). Conditions: Valid for 12-months from award date. Advance notice for bookings required. Passenger weights cannot exceed an individual 136kg or combined 270kg. Lunch and drinks not included. |
27 Mar - 2 Apr 2023 |
5-Apr |
24 |
Winner will receive:
(estimated value of $2,578AUD including GST). Accommodation: Bookings are subject to availability and excludes public holidays and blackout dates: Any balance that remains on the Prize Voucher after expiry will not be available for use. Prize Vouchers cannot be exchanged (wholly or partly) for cash, reloaded, topped up or used to purchase other Vouchers. Lost or stolen Prize Vouchers will not be replaced or refunded. Items purchased using Prize Vouchers that are subject to Dorsett Gold Coast returns or refunds policy will be refunded as hotel credit. Dorsett Gold Coast reserves the right to issue winner with a new Prize Voucher equivalent to the value of the refunded Prize Voucher purchase. Should any fraud relating to a Prize Voucher be suspected, redemption of the Prize Voucher may be refused until Dorsett Gold Coast are satisfied that no fraud has occurred. Dorsett Gold Coast reserves the right to change these conditions at any time and will provide at least 14 days’ notice to the winner. Heli tour: A minimum 3 days' notice for bookings. If cancellation occurs by Gold Coast Helitours due to adverse weather conditions or any other unforeseen event outside of their control, a new date will be arranged. Prize must be redeemed by 30th September 2023. |
3 Apr - 9 Apr 2023 |
12-Apr |
25 |
Winner will receive:
(estimated value of $8,000AUD including GST). Details of the prize will be confirmed closer to the 2023 Grand Final date. |
10 Apr - 16 Apr 2023 |
19-Apr |
26 |
Winner will receive:
(estimated value of $13,950AUD including GST). Conditions of travel subject to Virgin Voyages Bill of Rights and Health & Vaccine Requirements Flights subject to availability and blackout periods may apply. |
17 Apr - 23 Apr 2023 |
26-Apr |
Bring on Wonderful Sale
~Fares are on sale from 12.00am AEDT Sunday 23 October 2022 to 11.59pm AEDT Monday 31 October 2022 , unless sold out prior. Travel periods and conditions apply. $55 price point based on a one-way Economy Lite fare from Sydney to Ballina-Byron booked at virginaustralia.com. Subject to availability. Payment surcharge may apply. Seat selection and checked baggage are not included in Economy Lite fares. Full T&Cs at virginaustralia.com
1Middle Seat Lottery terms and conditions
The Promoter is Virgin Australia Airlines Pty Ltd (ABN 36 090 670 965) of registered address 275 Grey St, South Brisbane QLD 4101. The Promotion commences at 12:00am AEST on 24 October 2022 and ends at 11:59pm AEST on 23 April 2023 (Promotion Period). Entry is open to Velocity members who are: (1) Australian residents, (2) aged 18 years or over and (3) Virgin Australia guests that have flown on an Eligible Flight (“Entrants”). An Eligible Flight is a domestic Virgin Australia-operated flight where the Entrant was seated in a middle seat as reflected on their boarding pass and in Virgin Australia’s internal systems. The following are not Entrants: Virgin Australia Group employees (and their immediate families), employees of agencies associated with this Promotion, and individuals travelling on Staff Travel. To enter the Promotion, Entrants must, during the Promotion Period and within 48 hours after the scheduled departure time of their Eligible Flight: (i) navigate to the Middle Seat Lottery tile within the Virgin Australia app; (ii) select an Eligible Flight shown in the Virgin Australia app or retrieve the booking for their Eligible Flight using their Booking Reference and Surname; and (iii) select their name from the Eligible Flight booking, input their contact details and their valid Velocity membership number (if not pre-filled), and submit their entry. An Entrant will receive an Entry to the Relevant Draw Period based on the scheduled departure date of their Eligible Flight. Limit of one entry per Entrant for each Eligible Flight taken by the Entrant. There will be 26 Winners (one for each Relevant Draw Period). One Winner will be drawn for each calendar week (the “Relevant Draw Period”) of the Promotion Period following the Relevant Draw Period and will be notified within 2 business days of the draw (as set out in clause 16 of the full terms and conditions). Winners will be awarded the Prize that is assigned to their Relevant Draw Period (set out in clause 22 of the full terms and conditions). The total prize value is $172,798.43 AUD (including GST). The Prizes are not exchangeable and cannot be taken as cash. Prizes may be subject to additional terms and conditions of Virgin Australia, Velocity Frequent Flyer, or third-party suppliers. If you wish to be removed from the Promotion, please email info@velocityfrequentflyer.com and provide your full name and Velocity membership number. Full competition terms and conditions can be accessed at virginaustralia.com/msl-terms-conditions. Game of Chance: Authorised under NSW Authority No.: TP/ 01843. Permit No’s: ACT TP22/ 00791 & SA T22/ 613.