Virgin Australia, in collaboration with Special, has launched the second chapter of its 'Bring on Wonderful' campaign.

The campaign, inspired by Virgin Australia team members who strive to enhance the flying experience, now turns its focus to the perspective of a young traveller and features Virgin Australia baggage handlers breaking into a dance. It takes some of its cues from other aspects of crew efforts to improve CX, such as a viral video of a Perth baggage handler who was filmed talking to a dog before it was loaded into the cargo hold for a flight or a Cabin Crew team member who comforted an infant while continuing in-flight service.

The airline said the 'Bring on Wonderful' campaign is a testament to its commitment to enhancing the customer experience, both in-flight and on the ground. Over the past year, this has included making significant investments in customer innovalso ation, such as the launch of an Australian airline-first baggage tracking technology, Apple Pay, and Rapid Rebook. The airline recently announced its intention to be the first in Australia to operate flights with pets on board.

Virgin Australia was awarded Airline Ratings’ Best Cabin Crew for a record sixth year running.

The second chapter of the 'Bring on Wonderful' campaign was created by Special Australia, with production by Exit Films, post-production by Alt VFX, music by Sonar, sound by Rumble Studios, and photography by Pool Collective. The campaign will be in-market for six weeks and includes TV, outdoor and digital elements.

"We are thrilled to launch the second phase of the Bring on Wonderful platform, featuring our people, who are at the heart of Virgin Australia," Chief Marketing Officer at Virgin Australia, Libby Minogue, said.

"It’s wonderful to hero our baggage handlers who have played a significant role in launching our Australian airline-first baggage tracking technology, one of the many customer innovations we have recently implemented. We look forward to continuing to deliver uplifting experiences for our guests as we roll out new innovations, underpinned by our award-winning service."

GCD at Special, Nils Eberhardt, added, "Whenever you fly with Virgin Australia, you immediately notice that their whole crew are determined to add joy to your journey. The aim for this campaign was to take that wonderful personality from the tarmac into Australians’ homes."