Virgin Blue rebrands as Virgin Australia

Virgin Blue rebranded its short-haul operations Virgin Australia today (04-May-2011), with a new livery, brand and product as it takes the battle to its larger rival and increase its share of Australia's corporate travel market (The Australian, 04-May-2011). Virgin Blue Group CEO John Borghetti and Virgin Group chairman Richard Branson unveiled a B737 and A330 at Sydney Airport, which carry the airline's new livery and the narrowbody aircraft version of its business class. Hans Hulsbosch, who has also worked extensively with Qantas, was responsible for the new branding, which will unite the fragmented branding of the company, which was split between Virgin Blue, Pacific Blue and Polynesian Blue, and make the airline more appealing to the higher yielding a less price elastic corporate market. The newly repainted aircraft in Sydney show the airline has dropped the red livery and opted for an all white design, with the tail carrying the Virgin logo on a white background.