Richard Branson at Virgin Australia launch

Virgin CEO attends rebranding event that sees Virgin Australia replace Virgin Blue and V Australia
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Sir Richard Branson poses alongside Virgin Australia staff in front of its new A330 plane at Sydney Airport on May 4, 2011 in Sydney, Australia. Virgin Australia CEO John Borghetti said the redesigned domestic fleet would offer unprecedented comfort and services for guests. (Getty Images)
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Sir Richard Branson and CEO John Borghetti are seen in the cockpit of the A330 airplane during a rebranding launch, which saw Virgin Australia replace Virgin Blue and V Australia, at Sydney Airport on May 4, 2011 in Sydney, Australia. (Getty Images)
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Sir Richard Branson (R) and CEO John Borghetti (L) are seen exiting the A330 airplane during a rebranding launch, which saw Virgin Australia replace Virgin Blue and V Australia, at Sydney Airport on May 4, 2011 in Sydney, Australia. (Getty Images)
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Sir Richard Branson addresses the media during a rebranding launch, which saw Virgin Australia replace Virgin Blue and V Australia, at Sydney Airport on May 4, 2011 in Sydney, Australia. (Getty Images)
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Virgin Australia on Wednesday launched a major national advertising campaign aimed at all sectors of the market. The campaign is designed to help reposition the airline, by encapsulating the new brand identity and in-flight and ground experience for its domestic operations (Getty Images)
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Virgin Australia's new Boeing 737 airplane touches down on the tarmac just prior to a rebranding launch. The flagship of the carrier's new advertising campaign, a 60-second television commercial filmed in Sydney, Melbourne and Shanghai, depicts Virgin Australia’s own staff, along with a team of experts in their fields, working together to shape the airline’s new offering for guests.(Getty Images)
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Sir Richard Branson and CEO John Borghetti are seen exiting the new A330 airplane during a rebranding launch, which saw Virgin Australia replace Virgin Blue and V Australia, at Sydney Airport on May 4, 2011 in Sydney, Australia. (Getty Images)
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Virgin Australia's new A330 airplane touches down on the tarmac just prior to a rebranding launch. Virgin Australia Airlines CEO John Borghetti said a new advertising campaign was designed to provide Australians with an insight into how Virgin Australia was working to create a superior airline experience (Getty Images)
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Sir Richard Branson (R) and CEO John Borghetti (L) are seen in the cockpit of the A330 airplane during a rebranding launch, which saw Virgin Australia replace Virgin Blue and V Australia, at Sydney Airport on May 4, 2011 in Sydney, Australia (Getty Images)