Virgin Australia, formerly called Virgin Blue, is Australia's second largest airline. The airline was founded in 2000 by British business tycoon Sir Richard Branson and former Virgin Blue CEO Brett Godfrey. The airlines started as a low-cost carrier but has evolved into a “new world carrier” (Virgin Blue press release, 2011). This low-cost airline became a full-service airline in 2012 under the name Virgin Australia. Since the year 2000, airlines have grown rapidly and have posed a threat to the Qantas airline. Over the years, Virgin Blue, by examining marketing trends and characteristics of the aviation industry, has become a full-service airline and is considered a four-star airline by research consultancy Skytrax. (Skytrax, 2012)1. Message Review1.1 Current Message StrategyVirgin Australia, previously a low-cost airline, has repositioned itself as a full-service agency. According to Virgin Australia's YouTube video (2013), Virgin Australia's new campaign was launched with the slogan You fly now. The main agenda behind the 60-second TV advert on the Sydney Salt Flats. The advert features Virgin staff themselves, hand-in-hand with a team of professionals who have come together to create an engaging and lucid offering for customers. The advertisement reflects the new vibrant, energetic, dynamic and professional organization that can go the extra mile to provide its customers with a memorable travel experience. This not only reflects the commitment of Virgin staff to its external customers, but also reflects the company's promise and care to its staff. The idea behind the ad is to bring together a group of energetic and talented people to create a distinct experience...... middle of paper ...... on its rebranding strategy because that is the way the consumer perceives the product. Since Virgin Australia faces close competition from Qantas, the company is expected to focus on acquiring the consumer perception space as a full-service airline. Although airline advertisements are very eye-catching, a quick overview of the services provided on board the flight can be a beneficial exercise for airlines. 6.0 Media Strategy Apart from the effective use of advertising through television and print advertisements, the company should focus on utilizing the potential of social media to the fullest. Since in the service sector viral marketing, i.e. word of mouth, is important, it is necessary for the company to delight its external customers. Research should be an ongoing exercise in which they can continually obtain customer feedback and improve their strategies and services.