Virgin Holidays has signed a year-long campaign with News International Commercial, which will include advertorials, social media, advertising, competitions and events.
The deal, as part of Virgin’s ‘Unleash Your Mojo’ campaign, is set to launch on Sunday with a reverse front cover on The Sunday Times Colour Magazine, encouraging readers to share how they rediscovered their mojo on holiday by submitting photos to Instagram and using #holidaymojo.
The £2.5m campaign itself, created by M&C Saatchi and LIDA, features two TV ads: the first focused on families and a second, to be released later, focussing on ‘post families’: couples whose children who have left home.
Andrew Shelton, Virgin Holidays’ marketing director, said: “News International’s titles provide us with the right audience, content and distribution for our new campaign. Right from the outset the team at News International worked in partnership with us to come up with a campaign that fits our brand and our customers, and their readers and users.”
Joe Doherty, head of travel for News International, said: “We have worked closely with Virgin Holidays and their agencies to create exciting and engaging content to support their new ‘Unleash Your Mojo’ campaign. The content themes that will run across the campaign are relax, indulge, play and explore. Not only will readers be able to interact with the brand by uploading their own images, Times+ members will also be able to attend four exclusive Virgin Holidays events.”
News International’s client and solutions teams worked directly with Virgin Holidays as well as Manning Gottlieb OMD and creative agency M&C Saatchi.
Matt Thomas, executive director at Manning Gottlieb OMD, added: “It’s been great to work so closely with News International on this partnership. It provides a great opportunity to grandstand Virgin Holidays’ fabulous destinations and experiences delivers a new level of engagement with a valuable audience and offers the crucial aspect of longevity to the mix.”
The campaign in tangent with News International will run across The Times and The Sunday Times print and digital products as well as Times+; while the ‘release your mojo’ campaign itself will be supported by an outdoor and print advertising campaign.