First Class CRM technology for Australia’s most competitive frequent flyers programme

TAP London travelled across the pond, joining Virgin Australia’s Velocity team on a migration to Adobe Campaign and a full Adobe database marketing stack

The Project

  • Implementation – Target prospects and customers
  • Operate & Run – Target prospects and customers

More than 10 TAP team members delivered a highly engaged project spanning nearly 30 months. Our work put Velocity on a runway to a 10-million-member database, sophisticated multi-channel marketing campaigns, and a CRM team at the top of their game.

TAP London

The Process

A journey in two parts

Initial consultation

TAP’s CEO and Co-Founder, Andrew Haines, led a consultation phase to map out the project that would follow.

The vision accounted for:

  • Migrating Velocity’s database marketing to a full Adobe stack
  • Streamlining campaign workflows and templates within Adobe Campaign
  • Training local teams
  • Ongoing support and advice

TAP’s technical experts worked between Velocity’s offices in Sydney and Brisbane during this first phase.

24-month implementation

First, we designed, set up and configured a database marketing solution centred on Adobe Campaign. Then we got to work on a multifaceted implementation program.

Andrew and a cast of specialist consultants – embedded in the Velocity CRM team –  revolutionised how Virgin Australia delivers personalised marketing communication.

Over two busy years, we migrated all campaign workflows to Adobe Campaign, trained the Velocity team to become self-sufficient (and sophisticated), and launched more than 100 complex campaigns.

Virgin Australia TAP London
Virgin Australia TAP London

The Result

10 million members and counting

Personalising and automating communication to 5 million members and prospects presented a complex challenge. However, TAP’s end-to-end expertise smoothed the road for Virgin Australia.

Since migrating to Adobe Campaign, the Velocity programme has surpassed 10 million members – nearly 40% of Australia’s population.

100+ campaigns

We built and optimised more than 100 campaigns during the 24 months. Ranging from personalised engagement flows to major multi-channel campaigns, our focus was on quality and consistency at scale.

28% open rate

An integrated Adobe stack and customised training gave the Velocity CRM team the tools to achieve outstanding results. Email engagement rose to 28%, around 8-10% above average in a fiercely competitive industry.

Training the team

Andrew and the team created a structured learning pathway and hands-on exercises around accessing, navigating and building complex campaigns in Adobe Campaign. As a result, the Velocity team could eventually fly solo and maximise the potential of their new platform.

In it for the long haul

TAP remained an integral part of the Velocity team long after the initial scope concluded. When we gradually stepped away, it was with the knowledge we had exceeded expectations.

The Velocity team are fully confident to deliver complex campaigns and personalised communications, using the power, flexibility and scalability of Adobe Campaign.






open rate

Got an idea? Partner with us