The arrival of V Australia, a long-haul, full-service airline, is the latest addition to the Virgin Blue Group - and the new Boeing 777 its weapon of choice in the trans-Pacific route war.

Although it could be as long as two years until they see a profit in the tough aviation market, V Australia executive general manager Scott Swift was positive there was room in the Brisbane-Los Angeles market.

"Today we launch direct services from Brisbane to the US and it presents a great opportunity for Queensland," he said. 

"We can lure more Americans out to enjoy our little piece of paradise that is Queensland.

"We'll give our competition on this route a real run for its money."

Former Queensland Premier and LA-based trade commissioner Peter Beattie was in Brisbane to support the launch and praised the company's move to launch an airline in tough economic times. Mr Beattie said it was important to keep the economy rolling to capture a market that would grow in the future.

"In terms of Queensland doing business in both north and south America, today is a very important day for business and jobs in this state," he said.

"If you've got reasonably-priced business fares and you've got direct flights they will come."

A smattering of VIPs including Grant and Lisa Curry-Kenny and Tania Zaetta were guests on the inaugural trek.

The airline is going head to head with established carriers Qantas, Delta and United Airlines. Delta will also use the more fuel-efficient 777. The plane can carry 361 passengers in a three-class configuration of international business class, premium economy and economy sections.
The 777s are painted silver and carry a distinctive Southern Cross logo on their tail fins.

And in true Virgin style, business class guests enjoy the extras, including a free set of thongs and women-only toilets.

Salt and pepper shakers are in the shape of the iconic Sydney Opera House and quirky lines such as, "look, a flying saucer" on the bottom of the saucer when you have a cup of tea. 

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