Launching a new player into the Australian car insurance market required ingenuity, even when that new player is Sir Richard Branson's Virgin Money.
An online, national-wide search for Australia's best driver saw the appointment of Shane "Shane-O" Strong as Sir Richard Branson's driver during his recent trip Downunder to launch Virgin Money Car Insurance.
Hundreds of Australians submitted 60 second video applications in the "Driving Sir Richard" promotion to generate excitement for Virgin's move into car insurance. Thousands of Australians viewed the entries online.
Sir Richard even invited his new driver to join him in the pits at the Singapore GP to get some last minute driving tips from the world's leading F1 drivers.
Wrights co-ordinated Sir Richard's official launch of Virgin Car Insurance in Sydney's Custom House Square, where he promised to shake up Australian car insurance. The launch event was preceded by a series of radio interviews and guest spots on national television programs the Today Show and Today Tonight and attracted news crews of all commercial networks, generating national media coverage.
