Virgin Atlantic has officially launched its international frequent flyer program, flying club, into the Australian market, with an aggressive launch offer guaranteed to shake up the frequent flyer market — gold status match and double miles.

Virgin is offering the first 500 gold Qantas or Cathay Pacific cardholders the opportunity to become an instant gold member of flying club. The first 500 gold Qantas or Cathay Pacific cardholders to book and fly Upper Class with Virgin Atlantic from Sydney to Hong Kong or London roundtrip will have their elite status matched.

Virgin is also offering all travelers booking and departing from Sydney on Virgin Atlantic the opportunity to earn double miles in all classes. New members who log onto http://www.virginatlantic.com.au and book and fly a flight from Sydney to Hong Kong or London before Sept. 30 will net double miles.