Project: Virgin Holidays’ ‘Ask for the World’ multi-media campaign

Client/employer: Virgin Holidays

Date: 2008

Task: As General Manager, Brand & Communications for Virgin Holidays, Helena briefed a new agency, Elvis Communications, on an advertising campaign to reposition Virgin Holidays as a true worldwide holiday company (rather than the US and Caribbean specialist it was known as), and to promote the brand values of innovation and outstanding customer service.

Implementation: Helena approved the media and creative briefs for a new campaign starring the childhood singing sensation and household name, Charlotte Church.  Charlotte was employed within the TV and radio ads and the poster campaign as a ‘tongue in cheek’ diva, making unreasonable demands on her holiday company for holidays all over the world.

Helena and her team worked co-operatively with over a dozen Tourist Board and supplier partners to produce promotions, co-funded advertising and direct marketing campaigns to support the campaign.

The above the line media included; TV, Radio, Online, Posters, Digital Escalator panels and Press.

Results: The campaign drove over 10 million unique web visitors to the Virgin Holidays website and over 500,000 telephone enquiries.  Acquisitions from new customers were up 22% year on year, and prospect targets exceeded by 10%.  The TV campaign won ‘Best TV Campaign’ at the 2009 Travel Marketing Awards.

More examples of our work >>