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The premium product offered priority check-in, larger baggage allowance, lounge access, priority boarding, increased legroom and all-inclusive in flight entertainment, meals and beverages on board.
As the airline grew, it acquired new equipment, enabling it to phase-out its older 737-400s in favour of 737-700 and -800 series aircraft with modern glass cockpits, winglets and greater fuel efficiency.
At its inception in 2000, Virgin Blue did not have interline or marketing alliances with other airlines.
However, after the collapse of its domestic competitor Ansett Australia, it began a codeshare agreement with United Airlines.
New seating was installed in the first three rows of the cabin.
These could be converted from three seats in economy configuration to two seats for premium economy.
It was established in November 1999 with two aircraft operating on a single route, and suddenly found itself catapulted to the position of Australia's second airline after the collapse of Ansett Australia in September 2001.