Virgin Australia Velocity Rewards membership packs design
Aim: To assist in the launch of recently re-branded Virgin Australia’s frequent flyer rewards program – Velocity Rewards.
Strategy & Tactic: Present the new membership cards in a plush and innovative gift pack, which would additionally hold a letter, information booklet, luggage tags and wire fastener strap. The packaging design was to reflect the new Virgin Velocity branding and maintain a premium look and feel to the well-established Virgin brand.
Target Audience: All existing and new Virgin Australia Velocity Reward members.
Design: Burgopak’s patented slider pack design was chosen for the new Velocity Reward membership packs. The packaging design’s sophisticated appeal and premium qualities were to assist in launching the frequent flyers re-brand and enhance Virgin’s brand value. Three separate packs were created to reflect the top three levels of Velocity Rewards membership – Gold, Silver and Platinum. With slick and minimalist aesthetics, the Gold and Silver member packs display a white exterior featuring the new Velocity Rewards logo foiled and debossed in silver or gold, with matching coloured interior trays. The Platinum design features a platinum coloured exterior with a black foiled debossed logo and white interior trays, which securely hold the pack’s contents. Burgopak worked in conjunction with Clemenger BBDO, Virgin Australia’s brand guardian, on the project.
End Result: The new packaging design was launched in June 2011. High quality and robust, the packs can be safely sent through the post.
