I had a very similar experience with Virgin Blue (Australian national flight service). We arrived an hour late to a flight (daylight savings mixup) and fortunately the plane had been delayed. Not only did a Virgin Blue staff member get us to the front of the line, they let us purchase space for luggage and check it in late (we had cheap no-luggage tickets), and made sure to check with flight staff that the luggage would be on our flight and that our seats were still available.

Contrast with Qantas, where being less than 45 minutes early to a flight usually means you cannot board (you certainly cannot check-in luggage).