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.