Bold airline’s downfall a tragedy for us all

I’ve seen Richard Branson in his undies. And the reason why says a lot about Virgin’s out-of-left-field approach to business. What a tragedy it has come to this, writes Kylie Lang.

THERE are some things you can’t un-see – and one of them is Sir Richard Branson in red underpants.

It was 2009 and we were on the inaugural V Australia flight from Sydney to Los Angeles.

What a trip it was – Sir Richard striding up and down the aisle in signature V Australia undies, classic Aussie rock blaring, champagne flowing, and passengers including entertainer Marcia Hines all having the time of our lives.

Virgin Australia in it for the long haul, vows CEO

The fun didn’t stop when we got to LA. Staying in salubrious West Hollywood, we were treated to days of revelry, including a cocktail soiree at the famous Chateau Marmont on Sunset Boulevard where we rubbed shoulders with actors Rose Byrne and Simon Baker.

As far as work assignments go, it was pretty tough.

Richard Branson crashes through a ceremonial banner on the inaugural V Australia flight from Sydney to Los Angeles. Picture: Reed Saxon, AAP

Right from those early years – Virgin Blue launched domestic flights in 2000 – the airline took an out-of-left-field approach.

It wasn’t predictable and it wasn’t boring.

Perhaps that’s partly why it is where it is now, in voluntary administration with a $5 billion debt no sensible government or oil-rich oligarch wants to touch. Not enough attention to the basics.

There is no doubt that Australian travellers will be worse off without a second carrier, but the people I feel for most are the 10,000 staff, half of them based in Brisbane.

A business is only as good as its best employees, as the adage goes. If it were this simple, then Virgin Australia wouldn’t be in strife.

Passionate and loyal, its staff are its greatest asset, and over the years I’ve met a lot of them.

As well as being a fare-paying passenger, I’ve dealt with the airline’s marketing department on stories, interviewed senior management, and last year reviewed its international and domestic lounges at Brisbane Airport.

Honestly, I’ve never met a Virgin staffer who wasn’t a good ambassador for the brand.

So it doesn’t surprise me in the least that flight attendants say they wouldn’t jump across to another carrier if given the chance.

It’s no longer thumbs up for entrepreneur Richard Branson as COVID-19 takes a toll on his business interests.

Cabin supervisor Rachel Cotton puts it this way: “Virgin is in our blood and it’s who we are”.

What a tragedy it has come to this.

Not even billionaire Sir Richard Branson appears able to rescue the airline he founded with such zeal. He is up to his neck in problems as his Virgin Group flounders amid the COVID-19 crisis.

Looking back, the exuberance of that Los Angeles trip might well have been light years ago instead of only 11.

But as for those red underpants – which I should add were worn over long trousers – their memory will outlast anything.

Originally published as Bold airline’s downfall a tragedy for us all