Virgin Blue Holdings Ltd (ASX:VBA) has appointed Clemenger BBDO to help re-launch the airline's brand, handling a $50 million advertising account.
The move comes as the company completes a review of the business in an effort to increase its share of the domestic business travel market.
Earlier this month US and Australian regulators rejected the airline's plans to form an alliance with Delta Air Lines and another with Air New Zealand.
Both the US Transportation Department and the Australian Competition and Consumer Commission say the alliances may lessen competition.
CEO John Borghetti sees the next two years as an opportunity to reposition the brand and says the airline will take a fresh approach to the next decade.
Virgin Blue reported profit of $21.3 million for the 2010 fiscal year.
VBA Price at posting:
39.5¢ Sentiment: None Disclosure: Held
