Gate 711 is now open for boarding

The brief: Launch the partnership between Velocity Frequent Flyer and 7-Eleven, giving members a new way to earn Points through everyday purchases. Bring two national brands together in a concept that could work across digital channels, retail, airports and a live launch event.

Marketing

Concept Development

Activation Design

Campaign Design & Rollout

Event Branding & OOH

Brand Identity

Co-branding

Production Artwork

Scroll to view design work

The idea: "Gate 711 is now open” turned everyday purchases into a new destination for earning Velocity Points. Flight paths, clouds and travel cues gave the partnership a playful visual language. The concept connected two distinct brands across member communications, airport environments and the launch event, then carried through into ongoing campaign content.

My role: I led the Velocity and Virgin Australia creative across email, digital, social, OOH, airport environments and the launch event. Member email campaigns reached an audience of more than one million. Working with internal teams, 7-Eleven and external agencies, I also reviewed and approved partner creative to keep the rollout cohesive across both brands.

  • OOH

    The campaign extended into airport lounges, out-of-home placements and a large-scale launch event.

  • Social Execution

    I developed email, digital and social creative for the partnership launch, including multiple email campaigns reaching more than one million Velocity members.

  • Member Communications

    The travel-led visual system kept the message recognisable across formats and gave members a clear new way to earn Points.

  • Launch Activation

    Drone gift activation for lucky members on the day, bringing the same travel concept into physical experiences.

  • Launch Activation

    The launch event brought the idea into the real world, with branded airline food carts, event graphics and a drone gift activation.

  • Two brands. One Campaign.

    I collaborated with internal stakeholders, the 7-Eleven design team and external agencies, reviewing and approving partner creative alongside the Velocity and Virgin Australia work. Shared campaign cues helped each brand retain its identity while presenting a cohesive partnership across channels.