Virgin Holidays has announced a below-the-line campaign to launch its new experiences proposition. Parts of the V-room retail stores nationwide have undergone a temporary brand refresh as part of an integrated campaign to introduce more than 300 experiences to the company’s product portfolio.
With independent travel set to exceed package holiday growth by 2020, Virgin Holidays wants to attract more independent-minded travellers and stay ahead of this evolving consumer demand.
As well as elements of the rebrand incorporated in-store, the campaign incorporates a significant investment in content marketing. The high-octane suite of digital content follows identical twins across the USA, as they surprise one another with diverse and exhilarating activities, highlighting the range of bespoke experiences available. The campaign is supported through in-store, PR, social and digital channels.
PR: One Green Bean
Creative: One Green Bean
Executive creative director: Kat Thomas
Managing director: Matt Buchanan
Senior account director: Sophie Nicholson
Production company: Studio Yes
Director: Adam Morley
Producer: Sam Ojari
Creative: Dulcie Cowling
Campaign planning: AMVBBDO
Group account director: Alex Bird
Strategy partner: Matt Hardisty