‘Way to Go’: Velocity repositions loyalty points as a smarter way to travel

Velocity Frequent Flyer has launched a new long-term brand platform designed to reposition its loyalty program as the savvy traveller’s “Way to Go” on holiday, as competition intensifies across Australia’s crowded loyalty market.

Developed by Special, the campaign celebrates clever Velocity members who know how to turn everyday earning moments into upgrades, cheaper flights and spontaneous getaways - reframing loyalty points as a practical tool rather than a passive perk.

The work is anchored in research that found Australians now see loyalty points less as a “nice-to-have boost” and more as a must-have way to make holidays achievable, particularly amid ongoing cost-of-living pressures. The average Australian is now a member of more than five loyalty programs, raising the stakes for brands looking to stand out.

At the centre of the campaign is “Gary”, a self-assured points hero whose arrival at a resort is met with knowing nods, raised glasses and congratulatory glances - a tongue-in-cheek acknowledgement of a traveller who has mastered the system. The irreverent voiceover reinforces the idea that Gary didn’t get lucky - he “played it well”.

The creative leans into humour and recognition, spotlighting “points legends” such as Wranglers, Whisperers and Maestros across TV, OOH, social and digital executions. Each execution reinforces Velocity’s promise: everyday spending can unlock meaningful travel experiences if you know how to use it.

Special chief creative officer and partner Julian Schreiber said the platform was built around member recognition rather than aspiration alone.

“At its heart, this platform is about saying ‘you’ve earned this’,” Schreiber said. “It makes members feel like insiders - part of something valuable that rewards them over time. That’s what loyalty should feel like.”

Virgin Australia chief marketing and customer operations officer Libby Minogue said the platform clearly differentiates Velocity in market while reinforcing what members value most.

“Way to Go celebrates the ease of turning everyday spending into wonderful holidays and experiences,” Minogue said. “As Australians continue to feel the pinch, we know this platform will help members make their spending go further with Velocity.”

The campaign launches nationally from 19 January and runs across TV, BVOD, OOH, DOOH, social platforms including TikTok and Meta, creator channels, and CRM.