V Australia

V Australia was a long-haul international airline created by Virgin Australia Holdings, then known as Virgin Blue Holdings, to establish a dedicated Australian competitor on intercontinental routes. The airline was conceived during a period when Virgin Blue was seeking international growth beyond its predominantly domestic and short-haul network. In 2006, the group announced plans to operate as many as seven weekly services to the United States, identifying trans-Pacific flying as an important potential source of scale and profitability. Australian approval for up to ten weekly United States services was granted in July 2007, while United States regulatory approval followed in February 2008 after the Australia–United States open-skies agreement. The carrier ultimately received authority for unrestricted capacity between Australia and the United States. Its name was selected through a public competition held in 2007. Virgin Blue announced eight finalists, including Australia Blue, Matilda Blue, Virgin Australia and Virgin Pacific, before selecting V Australia in July. The airline's first aircraft was named Didgeree Blue, the runner-up name in the competition. V Australia ordered six Boeing 777-300ER aircraft and received its first aircraft in January 2009 after a temporary lease arrangement from International Lease Finance Corporation. The aircraft arrived in Sydney from Seattle via Los Angeles in February 2009, where the new carrier was presented to the United States media. Passenger operations began on 27 February 2009. The initial network focused on links between Sydney, Brisbane and Los Angeles. Melbourne was later associated with proposed and announced long-haul services, while the airline also introduced or planned links to Johannesburg, Phuket, Nadi and Abu Dhabi. Some routes did not prove commercially sustainable: services to Johannesburg and Phuket were discontinued in 2010, and aircraft were subsequently redeployed to Abu Dhabi services in connection with a strategic relationship with Etihad Airways. V Australia also developed interline and codeshare relationships with carriers including Alaska Airlines, Horizon Air, Delta Air Lines, Virgin America and Etihad, providing onward access across North America, Europe and the Middle East. The airline operated an all-Boeing 777-300ER fleet and offered three cabins: International Business Class, International Premium Economy Class and International Economy Class. Business Class featured fully flat beds, while Premium Economy offered wider leather seating, increased pitch and additional personal space. All cabins had touchscreen in-flight entertainment based on the RED system, with video on demand, music, games, mapping and flight information. The product was positioned as a full-service long-haul offering within the broader Virgin-branded airline group. V Australia was not maintained as a separate brand in the group's long-term structure. On 7 December 2011, Virgin Australia Holdings completed a broader rebranding and consolidated its airline subsidiaries under the Virgin Australia name. V Australia was consequently absorbed into Virgin Australia and ceased operating as a standalone airline brand. Its routes, aircraft and international operations were incorporated into the parent carrier's unified network and brand architecture.

V Australia emerged from Virgin Blue's plan to expand from an Australian domestic and short-haul airline into long-haul international aviation. In early 2006, Virgin Blue indicated that it wanted to fly to the United States, identifying trans-Pacific operations as an important element of its future growth. Australian authorities granted permission for up to ten weekly United States flights in July 2007. Following the Australia–United States open-skies agreement, the United States approved the proposed operations in February 2008, and the Australian International Air Services Commission subsequently allowed unrestricted capacity between Australia and the United States. The airline's identity was chosen through a public naming competition. Eight finalists were announced in June 2007, and V Australia was selected the following month. Didgeree Blue, the runner-up name, was used for the first aircraft. To support the new operation, V Australia ordered six Boeing 777-300ER aircraft. Its first aircraft, also named Didgeree Blue, was initially leased from International Lease Finance Corporation and delivered at Boeing's Seattle facilities in January 2009. It reached Sydney in February after a stop in Los Angeles, where Virgin representatives introduced the aircraft and airline to the United States press. V Australia began carrying passengers on 27 February 2009. The original operation centered on Sydney and Brisbane services to Los Angeles. The carrier later announced a broader international program involving Melbourne, Johannesburg, Phuket and Fiji, and considered additional destinations such as China. Its actual network included Sydney, Brisbane and Melbourne in Australia; Los Angeles in the United States; Abu Dhabi in the United Arab Emirates; and, at different points, Johannesburg, Phuket and Nadi. The airline's route development was constrained by the economics of long-haul operations. In August 2010, it announced the withdrawal of Johannesburg and Phuket services because of inadequate profitability. In February 2011, aircraft were redeployed to Sydney–Abu Dhabi services associated with the carrier's relationship with Etihad Airways. V Australia built connectivity through several commercial arrangements. Interline relationships involved Alaska Airlines, Horizon Air and Delta Air Lines, while Virgin America provided onward access to a number of United States destinations through Los Angeles. An Etihad codeshare and interline agreement announced in August 2010 extended the effective network into Europe and the Middle East. Connections were also available within the Virgin-branded airline family, including links with Virgin Australia and Pacific Blue. The product was designed as a full-service alternative on long-haul routes. Its Boeing 777-300ER aircraft offered International Business, International Premium Economy and International Economy cabins. Business Class included fully horizontal beds, personal work areas and touchscreen audio-video-on-demand. Premium Economy used wider leather seats with greater pitch and leg support, while Economy included personal entertainment screens, USB power and seatback video. The RED entertainment platform offered films, television, music, games, destination information, maps and flight details. V Australia did not survive as an independent brand. Virgin Australia Holdings undertook a group-wide rebranding intended to create a more consistent Virgin Australia identity across its airlines. On 7 December 2011, V Australia was absorbed into Virgin Australia. The separate name therefore lasted for less than three years of passenger operations, although the international flying and associated assets continued within the parent airline's unified structure.

• 2011

  V Australia absorbed into Virgin Australia

  [1]V Australiaen.wikipedia.org

  The standalone V Australia brand was retired on 7 December during Virgin Australia Holdings' group-wide rebranding.

• 2010

  Johannesburg and Phuket services discontinued

  [1]V Australiaen.wikipedia.org

  The airline ended selected routes after determining that they were not profitable.

• 2009

  First Boeing 777-300ER delivered

  [1]V Australiaen.wikipedia.org

  The first aircraft, Didgeree Blue, was delivered to V Australia in January and arrived in Sydney in February.

• 2009

  Passenger services commence

  [1]V Australiaen.wikipedia.org

  V Australia began scheduled passenger operations on 27 February, initially serving Los Angeles from Sydney and Brisbane.

• 2008

  United States regulatory approval

  [1]V Australiaen.wikipedia.org

  United States authorities approved the proposed operations after the bilateral open-skies agreement.

• 2007

  V Australia name selected

  [1]V Australiaen.wikipedia.org

  The airline name was selected through a public competition conducted by Virgin Blue.

• 2007

  Australian approval for United States services

  [1]V Australiaen.wikipedia.org

  Australian regulators approved up to ten weekly United States services for the Virgin Blue group.

• 2006

  Virgin Blue announces long-haul United States ambitions

  [1]V Australiaen.wikipedia.org

  Virgin Blue publicly outlined plans to operate regular services to the United States, laying the groundwork for a dedicated international subsidiary.

A full-service long-haul international airline offering Virgin-branded trans-Pacific and selected intercontinental services from Australia.

• Passenger airline service · 2009

  Long-haul international passenger service

  V Australia's principal offering was scheduled long-haul passenger transportation between Australian gateways and overseas destinations. Its network was centered on Los Angeles and also included services or announced operations involving Abu Dhabi, Johannesburg, Phuket and Nadi. The airline used Boeing 777-300ER aircraft and sought to combine Virgin branding with a more comprehensive international service than the group's short-haul operations.

• Airline cabin product · 2009

  International Business Class

  The Business Class cabin used a 2-3-2 layout and provided fully flat beds approximately 188 centimetres long. Seats included laptop power, USB connectivity and a personal reading light. Each passenger had a 12.1-inch touchscreen entertainment display with audio-video-on-demand programming. Eligible passengers also received access to designated airport lounges or partner lounges, depending on the airport and itinerary.

• Airline cabin product · 2009

  International Premium Economy Class

  Premium Economy was positioned between Business and Economy and used leather seats in a 2-4-2 configuration. The product included approximately 38 inches of seat pitch, adjustable headrests, footrests, personal work areas, laptop power and USB connectivity. A 10.6-inch touchscreen offered audio-video-on-demand entertainment. The cabin was intended to provide additional comfort for long-haul travelers without the full cost of Business Class.

• Airline cabin product · 2009

  International Economy Class

  Economy Class used a 3-3-3 layout on the Boeing 777-300ER fleet. Seats provided approximately 32 inches of pitch, about 18.8 inches of width and recline of up to six inches. Passengers had individual entertainment screens and USB power for selected personal devices. The cabin formed the largest part of V Australia's long-haul passenger capacity.

• In-flight entertainment · 2009

  RED in-flight entertainment

  RED was V Australia's touchscreen and handset-controlled entertainment platform, based on Panasonic's eX2 system. It provided an on-demand library of films and television programs, music, games, destination guides, flight maps and operational information. Seat-to-seat chat was also available. The system was offered without a separate usage fee across the airline's three cabin classes.

• 2007V Australia public naming competition

  Australia

  Virgin Blue invited the public to participate in selecting the name of its planned international airline. Eight finalists were announced before V Australia was chosen, with Didgeree Blue becoming the name of the first aircraft.

  Outcome. The competition established the V Australia name and generated public awareness before the airline launched.

  Source

• 2011

  Consolidate the Virgin airline brandsStrategy

  Background

  Virgin Australia Holdings undertook a group-wide rebranding to present its airline subsidiaries under a more unified identity.

  Action taken

  V Australia was subsumed into Virgin Australia on 7 December 2011.

  Aftermath

  The separate V Australia brand ceased to operate, while its international activities continued within Virgin Australia's network.

  Source

• 2010

  Withdraw from selected unprofitable routesStrategy

  Background

  The airline determined that some announced or operating international routes did not generate sufficient profitability.

  Action taken

  V Australia discontinued its Johannesburg and Phuket Boeing 777-300ER services.

  Aftermath

  Aircraft were later redeployed to Sydney–Abu Dhabi services associated with the Etihad relationship.

  Source

• 2010

  Establish Etihad connectivityOther

  Background

  V Australia needed broader international feed and onward destinations beyond its own limited long-haul network.

  Action taken

  The airline entered a codeshare and interline agreement with Etihad Airways, centered on connections through Abu Dhabi.

  Aftermath

  Virgin passengers gained access to destinations across Europe and the Middle East, while Abu Dhabi became part of V Australia's operating network.

  Source

• 2009

  Launch Boeing 777-300ER international serviceProduct launch

  Background

  The new carrier required a long-haul aircraft and a cabin product capable of competing on trans-Pacific routes.

  Action taken

  V Australia introduced an all-Boeing 777-300ER operation with Business, Premium Economy and Economy cabins.

  Aftermath

  Passenger services began on 27 February 2009, initially linking Australia with Los Angeles.

  Source

• 2006

  Enter the long-haul international marketStrategy

  Background

  Virgin Blue sought growth beyond domestic and short-haul flying and identified United States routes as strategically important.

  Action taken

  The group began pursuing regulatory permissions, aircraft capacity and a separate brand for long-haul international operations.

  Aftermath

  The initiative led to the creation of V Australia and the launch of trans-Pacific services in 2009.

  Source

• 2011

  V Australia is absorbed into Virgin Australia[1]V Australiaen.wikipedia.org

  M&A

  As part of Virgin Australia Holdings' group-wide rebranding, V Australia was subsumed into Virgin Australia on 7 December 2011.

• 2010

  V Australia withdraws from Johannesburg and Phuket routes[1]V Australiaen.wikipedia.org

  Pricing

  V Australia announced that it would end Boeing 777-300ER services to Johannesburg and Phuket because some routes were not profitable.

• 2010

  V Australia signs partnership with Etihad Airways[1]V Australiaen.wikipedia.org

  M&A

  A codeshare and interline arrangement with Etihad Airways gave passengers access to a wider network in Europe and the Middle East through Abu Dhabi.

• 2009

  V Australia begins passenger operations[1]V Australiaen.wikipedia.org

  Product launch

  V Australia commenced passenger flights on 27 February 2009, initially concentrating on long-haul routes linking Australia with Los Angeles.

• 2009

  V Australia announces network expansion[1]V Australiaen.wikipedia.org

  Other

  The airline announced proposed or planned expansion from Australia to destinations including Johannesburg, Phuket, Fiji and additional United States cities.

• 2008

  United States approves V Australia operations[1]V Australiaen.wikipedia.org

  Regulation

  United States regulatory approval enabled V Australia to begin planning scheduled services following the Australia–United States open-skies agreement.

• 2007

  Virgin Blue announces V Australia name after public competition[1]V Australiaen.wikipedia.org

  Other

  Virgin Blue selected V Australia as the name for its planned long-haul international airline after inviting the public to submit and vote on possible names.

• 2007

  V Australia receives approval for United States services[1]V Australiaen.wikipedia.org

  Other

  Australian regulators authorized the Virgin Blue group to operate up to ten weekly services to the United States, supporting the creation of V Australia.

1. 1V Australiaen.wikipedia.org