Velocity Returns 1 Point Rewards For 2025 As Pop-Up Stores

Velocity Frequent Flyer is bringing back its popular 1 Point Rewards promotion for 2025, but this time, it’s an in-store-only event. Exclusive Velocity 1 Point Rewards pop-up locations are set to open in Sydney, Brisbane and Melbourne over the coming weeks. The shift to physical stores marks a new approach for the initiative, which has become one of the loyalty program’s most talked-about campaigns.

The first store is expected to open at 8am on 22 August, at 253 Pitt Street in Sydney. Locations in Brisbane and Melbourne will follow shortly after.

Each pop-up will operate for a limited time and with strictly limited stock, meaning items will only be available while supplies last. Once sold out, the promotion will end in that location.

The concept is simple but highly appealing: members can redeem a single Velocity Point for high-value rewards from Myer, Virgin Australia and Velocity Frequent Flyer. Categories will span technology, beauty, travel and lifestyle products. In previous 1 Point Rewards events, available items have included domestic flights, Dyson Airwraps, SodaStreams, fragrances and Virgin Australia lounge passes - each offered for just one Velocity Point instead of the thousands normally required.

A previous online-only version of the promotion in June 2023 drew significant attention but was also met with criticism when the Velocity website became overwhelmed by demand and crashed within minutes. Many members were left unable to participate. By moving the event into physical stores, Velocity aims to provide a smoother, more predictable process for customers, while also creating a tangible, high-visibility presence in major city centres.

The in-person format is expected to generate strong interest and queues similar to other high-demand retail activations. For members, success will likely come down to timing, with the most sought-after rewards expected to go quickly once doors open.