Virgin Australia offered a unique personalized Hat Valet service at its new, expanded domestic lounge at Sydney Airport for its customers heading to the Melbourne Cup horse racing event.
Melbourne Cup is Australia’s premier thoroughbred horse race, which starts on the first Tuesday of November. It is the richest “two-mile” handicap in the world and one of the richest turf races. The race is a part of the annual four-day Melbourne Cup Carnival.
The race, described as the race that stops a nation – because everyone in the country stops what they’re doing to watch the race – is one of the most attended events in Australia and is viewed by over 100,000 spectators. Elegant hats and other exotic race-day fashion are major highlights of the race.
Virgin Australia had porters on standby in the lead-up to the Melbourne Cup to ensure eligible guests would have premium handling of the most important part of their race day outfit – their hats!
The Hat Valet service allowed eligible guests with carry-on baggage to check-in their hat boxes from Virgin’s lounge. Porters hand-delivered the hat boxes to the aircraft. Upon arrival in Melbourne, the hat boxes were personally returned to the guests.
The airline also offered a number of other additional pre-flight services such as hair touch-ups, make-up kits by Model Co and a shoe-shine service.
Virgin Australia’s Sydney domestic flagship lounge, which opened recently after a comprehensive makeover, now stretches across two levels and can seat up to 500 guests. The interior features unique design elements including illuminated bars and curved glass privacy screens.