The idea was to pay for the entire advertising campaign for the new credit card on the new credit card. This earned over 200 rewards flights around the world. We then gave these flights back to the consumer. This wasn’t a gimmick we really did pay for everything. All our communications made people aware of this and the fact they could get themselves a free flight by taking part. We ran TV, print, outdoor and online pushing people towards the promotion website.

The campaign not only launched the credit card it also launched the Virgin Money brand back into Australia. In the first month, targets were exceeded by 1394%. Over 100,000 people visited the website on the card’s launch day. Hundreds of people got to go on a free flight. Apart from that every product in the Virgin Money portfolio was up on sales. Car Insurance, Superannuation and their High Interest Savings Account all benefited dramatically.