AMB263 A1 - assignment 1 PDF

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▪ What are the cognitve, afectve, or behavioural aims of the message? Media Release - Beliefs - Demonstratng a belief in Covid-19, encouraging its direct consumers to get vaccinated, presentng a positve public image for external stakeholders like the government and investors - Attitudes - Promotes vaccinatons, community within Virgin - Behaviours – believes that as a naton this is the way to move forward - Because they had such a significant hit from Covid-19, going into voluntary admission is April 2020, then a change of ownership in November 2020, which was followed with a rebrand, this subject is very close to them - Qantas was making 3x the revenue - On 18 April 2020, the Queensland Government offered $200 million to help bail out Virgin Australia, however, the bailout had a number of conditions including Federal Government backing, debt restructuring, shareholders and bondholders contributing, headquarters remaining in Brisbane and ongoing regional flights.[52] - Hence, it is important for the airline to fully support the government and its actons regarding Covid-19, meaning they had to have a very strong focus on supportng the vaccinatons and making this very well-known to its consumers ▪ Does the message put out by the organisaton suit the channel (i.e., content-channel alignment)? - The messages do align with the content, Linked In post is very community oriented and about the company as a whole. Poses a positve image to shareholders/ Investors - Facebook is more social by statng what you could be if you get the vaccine, very positve and about YOU rather than the company’s belief. ▪ How is the same message communicated diferently across the three channels and why? - The News Room is much more informatve statng why they are doing it, who they are doing it for (the community and aviaton as a whole), demonstrates a priority for going back to normal ▪ What publics are being targeted with the message? Stakeholders - Employees, airlines, tenants, government authorites, local communites, suppliers, media, unions - By building trust and openly communicatng regularly with stakeholders early in the process, challenges can be addressed and overcome through collaboraton and cooperaton. Publics targeted specifically by this message are people that can get the vaccine and are frequent flyers who appreciate the aviaton industry and are hoping to go back to regular travel. These are the direct targets, but it also aims to connect with external stakeholders like other airlines (as they are also afected), government authorites who also follow provaccinatons, investors and shareholders who are interested in the resurgence of aviaton. Identfy and analyse amplificaton of the PR products. - review how external stakeholders (e.g., the media or customers) have used or responded to these products - Linked In received positve feedback and agreement with the promoton - Facebook was very mixed, the second ‘react’ (390) was angry and with a total of 1100 likes and 1200 comments, this seems like there is a considerable amount of the public either not wantng to be vaccinated, or not able to be vaccinated. Hence, they disagree with the key message. In saying this, 550 were likes so there is a considerable positve consumer base. - The competton isn’t actually open yet as not all people have access to vaccines so it will be interestng to see the level of engagement once it is released and also if it was actually worth the 1 million points.

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discuss how this may impact the organisaton’s relatonships with their publics.

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identfy the degree of alignment (similarity and/or diference) between the media release and news coverage.

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It aligns well with the key message, it is very similar, demonstratng a positve message about community and fellowship. Supports the cause and even enhances their promoton by favourtsing the airline.

I think given the amount of positve feedback it definitely poses a positve image and a good relatonship with its stakeholders, but for the people who cant get the vaccine or are deeply impacted by it, may find it triggering and may even choose to not use the airline ever again. It also kind of demonstrates our privilege here in Australia as we were not impacted as much as other countries with deaths, lockdowns, protests etc. Therefore, could impact overseas relatonships.

Artcle About VAX ad ▪ Was the aim of the organisatonal message translated clearly in the news artcle? ▪Did the journalist frame the headline and lead diferently and what was the impact of that? ▪ What additonal sources were used by the journalist and what was the impact of that? identfy the degree of alignment between message aim and stakeholder responses and theme and degree of agreement in stakeholder responses. In this secton, you might answer the following: ▪ How many stakeholders commented? ▪ What was the nature of their comments and how does that afect the organisaton? ▪ Did the organisaton respond and how efectve was that response?

Virgin Australia – News Room 23 June 2021 VA-X & Win: Virgin Australia announces COVID-19 vaccination competition

• Virgin Australia to open COVID-19 vaccination competition, VA-X & Win, for all Australian residents and a separate competition for team members who get vaccinated. • One lucky Australian to become a Velocity Frequent Flyer Points millionaire. • Virgin Australia team members offered flexible working arrangements to attend vaccination appointments. • A recent survey conducted by Virgin Australia found that 65 per cent of its flying crew and customer-facing airport workers have received one or two doses of a COVID-19 vaccine or are registered to be vaccinated. Wednesday 23 June 2021: Virgin Australia and Velocity Frequent Flyer have today revealed plans to incentivise all Australians to get vaccinated against COVID-19 through a national competition, VA-X & Win. The major announcement will see the airline group open a competition to residents of Australia once all adults are eligible for vaccination, with millions of Velocity Frequent Flyer Points and dozens of free Business Class flights up-for-grabs, for simply getting the jab. Many more exciting prizes will be announced when the competition opens, which Virgin Australia anticipates will be later this year. Supporting vaccination for Virgin Australia team members.

Virgin Australia will expand the VA-X & Win competition to include a separate competition for the airline’s team members who get vaccinated. Prizes include additional annual leave, Lounge memberships and free Business Class flights. The airline is also making it easy for team members to attend vaccination appointments, today announcing it will provide flexible working arrangements where possible for employees to receive both injections. A recent survey conducted by Virgin Australia found that 65 per cent of frontline team members (cabin crew, pilots and airport workers) had been vaccinated or are registered to be vaccinated1, with the internal vaccination competition intended to reward team members who have received the jab as well as assisting in boosting vaccination rates even further. Commentary A Virgin Australia Group spokesperson said the airline has a responsibility to use its voice in the community to encourage Australians to get vaccinated. “For simply rolling-up your sleeve and getting a COVID-19 vaccination, you could walk away with a share in tens of thousands of dollars of Virgin Australia and Velocity Frequent Flyer prizes or be the lucky one to become a Velocity Points millionaire,” they said. “We are offering an opportunity for every Australian over the age of 18 to enter the Virgin Australia VA-X & Win competition. “What the latest lockdown in Melbourne and the evolving situation in Sydney has taught us, is the sooner we can all get vaccinated, the sooner we can get on with our lives, without the constant fear and uncertainty that come with lockdowns, restrictions and closed borders. “Most importantly, the sooner all Australians are vaccinated, the sooner our most vulnerable members of society will be protected. “We are proud to have served the Australian community in so many ways over the past twenty years. The VA-X & Win competition is just the next instalment of our service, and is our way of helping boost vaccination numbers to protect the lives and livelihoods of all Australians. “We’re also proud so many members of our team are already vaccinated. As an industry that’s been severely affected by COVID-19, we want to do all we can to help vaccinate the population, and it makes sense to reward

and encourage our colleagues who have been on the frontline of this pandemic, in this journey,” they said. National competition prizes While details of all prizes offered under the VA-X & Win competition will be revealed when it opens, dozens of free Business Class flights will be up for the taking and one lucky Australian will become a Velocity Frequent Flyer Points millionaire. With one-million Velocity Points, a member could fly around Australia seven times between each capital city or redeem the Points to take a once in a lifetime trip with one of the airline’s international partner carriers when Australia’s international border reopens. How to enter The Virgin Australia VA-X & Win competition will open to all residents of Australia once COVID-19 vaccination eligibility is expanded to all adults. Entrants will be required to be over the age of 18, and have received two doses of a COVID-19 vaccination to be eligible to enter. Entry into the competition will be made available at: virginaustralia.com/vaxandwin For more information and to register your interest, visit: virginaustralia.com/vaxandwin

VIRGIN Specials Page Virgin Australia and Velocity Frequent Flyer are incentivising Australians to get vaccinated against COVID-19 through the VA-X & Win competition. It's a call to arms. Get your COVID-19 vaccination for a chance to win* hundreds of prizes including one million Velocity Frequent Flyer Points. Join Velocity or sign up to Virgin Australia V-mail below and you'll be notified when the competition opens later this year. For more information on COVID-19 vaccines and to check your eligibility to receive a vaccine, visit: https://www.health.gov.au/

Linked In – June 2021 (just says 2mo)

Virgin Australia and Velocity Frequent Flyer have today revealed plans to incentivise all Australians to get vaccinated against COVID-19 through a national competition, VA-X & Win. Using our voice in the community to encourage all Australians to get vaccinated, means we can get back to doing all the things we love without the constant fear and uncertainty that comes with lockdowns, restrictions and closed borders. Most importantly, the sooner all Aussies are vaccinated, the sooner our most vulnerable members of society will be protected. For more information on the VA-X & Win competition and to register your interest, visit: virg.in/vaxandwin Full announcement: https://lnkd.in/gxfM_Pq

Facebook - 23 June 2021 WIN: It's a call to arms, literally. VA-X & Win for your shot at getting back to the things we all love. And you might just become a Velocity Frequent Flyer Points millionaire in the process. Our COVID-19 vaccinaton competton will open when all adult Australians are eligible for the vaccine. More info and to register: virg.in/vaxandwin

Virgin Australia launches VA-X & Win to encourage more Aussies to get vaccinated and fly One of Australia’s biggest airlines is hoping it can incentivise passengers to get vaccinated by offering up millions of frequent flyer points and dozens of free business class flights. Virgin Australia and Velocity Frequent Flyer have announced the new competition, VA-X & Win, which will open to all residents of Australia who get the jab once everyone is eligible. Virgin Australia anticipates the competition will open later this year, and in addition to free points and flights, hope to announce more prizes. One Australian will become a Velocity Frequent Flyer millionaire, meaning one lucky person could “fly around Australia seven times between each

capital city, or redeem the points to take a once-in-a-lifetime trip when international borders reopen”. A Virgin Australia Group spokesperson said the airline had a responsibility to encourage Australians to get vaccinated. “For simply rolling up your sleeve and getting a Covid-19 vaccination, you could walk away with a share in tens of thousands of dollars of Virgin Australia and Velocity Frequent Flyer prizes, or be the lucky one to become a Velocity Points millionaire,” they said. “What the latest lockdown in Melbourne and the evolving situation in Sydney has taught us, is the sooner we can all get vaccinated, the sooner we can get on with our lives, without the constant fear and uncertainty that come with lockdowns, restrictions and closed borders. “Most importantly, the sooner all Australians are vaccinated, the sooner our most vulnerable members of society will be protected.” A separate competition will be launched for team members, with prizes including additional annual leave, Lounge memberships, and free business class flights. Further details of the prizes will be revealed when the VA-X & Win competition opens. The airline said they have also introduced flexible working arrangements where possible for employees to receive their vaccinations. At least 65 per cent of frontline team members have been vaccinated or are registered to be vaccinated. “We’re so proud so many members of our team are already vaccinated. As an industry that’s been severely affected by Covid-19, we want to do all we can to help vaccinate the population, and it makes sense to reward and encourage our colleagues who have been on the frontline of this pandemic, in this journey,” the Virgin spokesperson said.

NOTES There wasn’t a post on Instagram meaning this platform might be more critcal...