I think there's a niche as long as the product stays reliable, too.
They have just announced a $200 one-way seat deal all this week. Obviously trying to encourage the punters to give it a whirl. $400 round trip makes it cheaper than DJ fully-flexible fares. Will be interesting to see how good the load factors are in the first few days.
The TV ad is pretty dire though. You'd have thought they could have done something better than "Do my ears deceive me or do those engines sound magnificent?" I'm sure they'll sound great to the residents of Rockdale, Redfern and Randwick, as well as Digger's Rest, Sunbury and Lower Plenty...
Their e-mail marketing is pretty primitive too. Still, they obviously aren't wasting any money dragging in experts to help them on non-core components of the business! Stoddy's even an extra in the TV advert!
Good luck, and to all who fly on her.
VHCU