It’s not new. Alaska took the wording over when they took over VX:
https://www.prnewswire.com/news-rele...300310249.html
Virgin America is thanking its loyal guests by offering Elevate® frequent flyer members 999 bonus points when they register at
www.virginamerica.com/party-favor-points ,* and by launching one of the airline's
biggest network-wide fare sales of the year with fares from $39.** Tickets are available now at
www.virginamerica.comand 1.877.FLY.VIRGIN (
1.877.359.8474)****and must be purchased by 11:59pm on Wednesday, August 10.
"As the only airline headquartered in San Francisco – the innovation capital of the world, Virgin America's mission from day one has been to raise the bar at 35,000 feet," said Virgin America President and CEO David Cush. "Inspired by the Bay Area community and our flyers, our Teammates have helped reinvent air travel – not only by delivering brilliant guest service, but by leveraging the best in design, technology and entertainment to make flying fun again. Along the way, they've shaken up the entire airline industry for the better. We are a product of the Bay Area – and as we celebrate our ninth anniversary, we are incredibly thankful to the local flyers, partners and community leaders who believed that an airline could change how people fly."
It also predates COVID when used by Alaska:
https://newsroom.alaskaair.com/2019-...llBeforeYouFly
Note the date for the press release (2019).