Virgin Airlines Australia set up a loyalty program to encourage traveling with pets. Instead of leaving dogs and cats in the care of someone else's back home, this campaign encourages travelers to bring their pets along for the ride. When flyers bring their pets on board, they will earn 300 points towards the 'Velocity Frequent Flyer' program.
Annually, the Australian airline flies over 30,000 pets a year and it is the first loyalty program of its kind in Australia. To promote this new initiative, the airline has also launched the 'Cutest Baby' competition to name the official pet ambassador for the program. Pet owners are encouraged to share pictures of their fur babies to Facebook and the winning cat or dog will appear in campaigns for the loyalty program and receive a special pack of pet-related items.