Did you mean 'FlyGirls' or 'V Australia has taken off'? Because the former has now been replaced by the latter on the FlyVAustralia youtube homepage.
I think if you look at 'FlyGirls' by itself, V Oz can be seen to be targetting the first 2 categories you mentioned.
However looking at the 2 holistically, I think V Oz's strategy is analogous to that of W Hotels, which has a target demographic of 25-35 year old corporate executives who want all the bells and whistles of a full service establishment yet with more character, flair, design, and a hip ambience and something that's not of the standard cookie cutter mould.
Whether this works on with an airline is v much debatable as you do have more to factor in onboard - i mean, how do you configure an aircraft to look 'hip', when there're so many limitations (safety, costs etc) as to what you can do? And it's one thing dancing to Lady GaGa in a W Living Room, and quite another to replicate that kind of atmosphere in a high altitude, closely confined and high stress environment as an aircraft cabin. Flight attendants also perform an important function, some would argue the primary function of FAs - the maintenance of safety of all onboard; how do they maintain their perception of professionalism and authoroity whilst simultaneously trying to be zany and fun? And finally - airline food is airline food isn't it?? Glam it up all you like but onboard, the difference is marginal at best in the grand scheme of things and it sure as hell isn't going to beat the best of fine dining on the ground.
The proof of the pudding is in its eating and whilst I've not flown VA, my expectations have been significantly heightened by the ads which means VA have got to deliver much more than its competitors onboard to avoid being more hype than substance, whereas realistically it is far harder to match this much hype onboard and the difference with QF, all things considered, would be marginal at best.
It's far easier to create such an atmosphere on the ground IMO. VS has attempted to do this with the ultra trendy VSCHs, so perhaps VA might want to do something more on the ground. Maybe a Virgin lounge and W Hotels' collaboration ala QF Flounge and Sofitel?
I'm most happy to be proven wrong however and I look forward to trying VA one day. I wish the new airline every success, as competition can only be good for us all.
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