Low-cost airline Virgin Blue is taking the mobile travel war to its rivals in Australia by producing a high-profile TV advertising campaign specifically to promote its Blackberry app.
The campaign is designed to only highlight the functionality on the app rather than the core routes or aircraft of the airline, a rare promotional tool in travel but one which is expected to increase over time.
Virgin Blue says the app - developed by Ireland-based Mobile Travel Technologies - is an important element in its battle to lure business travellers to airline.
Passengers are able to book flights, change itineraries, check-in and secure a mobile boarding pass via a device, a process as yet not taken on by other airlines in the Australian marketplace.
The most important part is that the app is designed for Blackberry users, a core device for to many of the business travellers Virgin Blue is targeting.
httpv://www.youtube.com/watch?v=2q_xtHIRYlk