Virgin Australia, formerly called Virgin Blue, is Australia's second largest airline. The airline was founded in 2000 by British tycoon Sir Richard Branson and former Virgin Blue CEO Brett Godfrey. The airlines started as low-cost airlines, but have become a “new world carrier” (Virgin Blue press release, 2011). This low-cost airline became a full-service airline in 2012 under the name Virgin Australia. Since 2000 airlines have grown rapidly and posed a threat to Qantas airline and over the years Virgin Blue, looking at marketing trends and characteristics of the aviation industry, has grown into a full service airline and it is rated a four-star airline by research consultancy Skytrax. (Skytrax, 2012)1. Message Review1.1 Current Message StrategyVirgin Australia, previously a low-cost airline, has repositioned itself as a full-service agency. According to Virgin Australia's YouTube video (2013), Virgin Australia's new campaign was launched with the slogan You're now flying. The main agenda behind the 60-second TV advert on Sydney's salt flats. The advert features Virgin's own staff alongside a team of professionals who have come together to create an attractive and polished offering for guests. The commercial reflects the new vibrant, energetic, dynamic and professional organization that can go one step further to offer its customers a memorable travel experience. It not only captures the commitment of Virgin staff to its external customers, but also reflects the company's promise and care towards its staff. The idea behind the ad is to bring together a group of energetic and talented people to create a distinct experience… middle of the paper… on its rebranding strategy because that is how the consumer sees the product. Since Virgin Australia has strong competition with Qantas, the company should focus on capturing the consumer perception space as a full-service airline. While airline commercials are very eye-catching, a quick snapshot of the services provided within the flight can be a beneficial exercise for airlines. 6.0 Media Strategy Apart from the effective use of advertising through television commercials and print advertisements, the company must focus on making the most of the potential of social media. Since viral marketing, or word of mouth, is important in the service industry, it is necessary for the company to satisfy its external customers. Research should be an ongoing exercise where you can continuously obtain customer feedback and improve your strategies and services