Virgin Australia turns middle seats into lottery tickets


Virgin Australia has launched a customer innovation, the Middle Seat Lottery, which literally turns middle seats, which have always struggled for popularity,  into wonderful lottery tickets.

The middle seat 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 April 23, 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.

The launch comes after the airline launched 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.

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.

To celebrate the launch at Melbourne Airport, Virgin Australia Group CEO Jayne Hrdlicka surprised all guests who were seated in middle seats on a flight to Adelaide with over $350,000 worth of FREE Virgin Voyages cruises.

Virgin Australia ensured no one went home empty-handed, offering each aisle and window seat passenger 10,000 Velocity Points. – TradeArabia News Service