Virgin Group rebrands its voucher arm

Virgin Group is unveiling a new identity and special offers for its promotional arm, which it is rebranding Virgin Incentives.

The company, previously called Virgin Vouchers, is now offering activities ranging from a night at the cinema to a week on Richard Branson’s private island, as part of its Virgin Experience promotion.

Andrew Johnson, Virgin Incentives’ group sales and marketing manager, says promoters want themed products that campaigns can be built around.

“We’ve seen customers creating their own themes with our existing Art of Giving vouchers, where they pick a redemption opportunity and build a theme,” says Johnson.

The “experiences” follow previous vouchers for Virgin Holidays and Virgin Balloons. A catalogue detailing the experiences will be available soon and vouchers will be available from April 2 through call centres or the Internet.

Experience categories include: air, water and motor sports; cinemas and music; health and beauty; luxury holidays; and seminars with leading business figures.

The relaunch is backed with a direct mail campaign through sales promotion agency, Parenthesis.

Johnson adds: “We wanted a more exciting identity that was more appropriate to our offering.”

Art of Giving vouchers will continue to be available.

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