Virgin Blue Frequent Flyer Program Takes Flight

Low-cost airline Virgin Blue has launched a new frequent flyer program meant to reward loyal customers and raise its competitive edge in the industry.

The program, Velocity, gives members six points for every dollar spent on Virgin Blue airfare. Velocity offers a no blackout policy, which lets members redeem points for free flights during peak holidays.

Virgin Blue has partnered with the National Australia Bank, international airlines Emirates and Virgin Atlantic and Europcar, a car rental service under its loyalty offerings.

Velocity is the latest initiative by Virgin Blue to ramp up its service to customers. Over the last year, the airline implemented new business fares for business travelers, added self check-in kiosks and increased the number of flights on main routes. The program was designed in part to challenge Australia-based competitor Qantas Airlines' frequent flyer offerings.

"Velocity powered by Virgin Blue, is for all of our guests and is also part of our strategy to broaden Virgin Blue's appeal to frequent travelers, and the corporate and government sectors," said Virgin Blue CEO Brett Godfrey in a statement. "We are more committed than ever to our original charter to drive competition by offering a high quality product at consistently lower fares, and now we have added a next generation loyalty program to the mix."

Consumers can enroll online at Velocityrewards.com.au.

With the program launch, the airline plans to roll out a two new Velocity-branded credit cards with National Australia Bank on Nov. 30. The cards are designed to help members earn Velocity points faster.