The campaign saw a partnership forged between Virgin Australia and P.E. Nation to create a limited-edition ‘Tassie Tux’; a black puffer jacket/vest and unofficial uniform of the island state which encourages travellers to embrace the best of Tassie’s Off Season and wake up this winter. ‘The Tassie Tux – what to wear when you come down for air’.
The campaign launched on 1 June – Virgin Australia’s first winter flight to Tassie, aligning perfectly with Tasmania’s Off Season – with a ‘Black Tie’ event in the sky. Prior to departure guests were gifted a limited-edition Tassie Tux and invited to enjoy the wilderness takeover of the lounge which included unique Tasmanian musical entertainment and a Tassie twist on a sparkling water bar sourced from the purest of Tassie springs. Once on board the flight to Hobart, guests were greeted with more entertainment and curated in-flight local Tassie delicacies.
To ensure Tasmanian destination content was captured and amplified, hand-picked travel, lifestyle and fashion influencers, content creators and media engaged in immersive famil overnight visits.
