Virgin Australia has been recognised as one of the 'Rising Innovative Brands' at the 2024 Kantar Global Innovation Awards. The airline is the only Australian brand to secure an award among nine global winners.

The awards identify brands that are reinventing themselves in imaginative and exciting ways, and Virgin Australia has been acknowledged for its response to the pandemic-induced aviation industry challenges.

The airline had to completely reimagine its business strategy and revitalise its customer value proposition in the face of the pandemic. This included new sustainability measures and a commitment to reach net zero by 2050. The change of direction was reinforced through creative content, emphasising the promise of 'exceptional experiences at great value'.

Virgin Australia's new brand campaign 'Bring on Wonderful' focused on the airline's staff and its customer service. The brand found new space in meeting demand for domestic and short haul travel following the COVID-19 pandemic. Virgin Australia's penetration and Future Power score are now both resurgent following post-pandemic dips.

Kantar Australia Head of Innovation, Nikki Davey, said: “We’re showcasing the brands that have demonstrated the vision and boldness necessary to step into new space, and Virgin Australia is proudly flying the Aussie flag for their response to 2020’s pandemic-induced aviation industry challenges.” She added, “The renewed sense of purpose brought authenticity to Virgin Australia’s marketing, allowing it to strike an emotive chord with the public,” and “Importantly, the changes helped the brand find new space in meeting demand for domestic and short haul travel following the COVID-19 pandemic,”. Davey concluded, “These efforts are clearly getting consumer attention. Kantar data shows the airline is increasingly seen as gaining importance, shaking things up, and fitting well into people’s lives.”

Kantar Australia Head of Customer Experience, Maree Taylor, said: “after coming through the pandemic, Virgin Australia redefined what great customer experience meant for their brand, focusing their efforts on solving known pain points for their guests.” She also expressed excitement about the ongoing evolution of the brand and their continued focus on delivering meaningful experiences.

The airline's commitment to innovation is evident in new offers such as baggage tracking, a rebooking tool, and plans to allow pets in the cabin. Kantar data shows the airline is increasingly seen as gaining importance, shaking things up, and fitting well into people's lives.

The Kantar Global Innovation Awards benchmark Kantar BrandZ and Kantar Worldpanel global data as well as assessment by Kantar’s innovation experts using three important criteria: Being Meaningfully Different, Demonstrating Innovative Behaviours, and Sustained Business Impact.