‘Wonderful’ has lost its wonder. If the only joy to be extracted from flying is in ‘hacking’ the system and making fun of airlines, Virgin Australia has an opportunity to steal market share by repositioning its benefits.

With services as good as Virgin’s, everyone should feel like they’ve ‘hacked the system’ when flying with them. They just don’t know what they could be getting away with. By re-presenting their perks in a way that entertains young Aussies, we can motivate them to ‘steal’ with pride.