Virgin Australia’s new brand platform Bring On Wonderful broadcasted the ambition to make flying uplifting for all. To prove this was more than just words, we needed to demonstrate our intent with real change. So we ran directly at one of the most universally understood pain points in flight - the middle seat - to finally make it uplifting, too.
The Middle Seat Lottery is a first-of-its-kind innovation aimed at making every seat on our planes wonderful - even the ones in the middle. It turned every middle seat on every Virgin Australia plane into a lottery ticket. Suddenly, the middle seat wasn’t just about being jammed between two people. It became an exciting game, played on a national level.