The travel operator has appointed Lida to handle its below the line marketing account, which includes responsibility for its retail business communications.
Virgin has a number of travel agency stores sited within retailers such as House of Fraser, Debenhams, Tesco and Sainsbury’s and future activity could see greater cross promotional activity to enhance these locations and offer complementary services or promotions.
Lida, which is part of the M&C Saatchi group, will also take responsibility for Virgin’s specialist business brands including Hip Hotels and Travel City Direct.
Virgin Holidays appointed M&C Saatchi to handle its above the line advertising account earlier this summer.
A brand campaign including a new strapline and positioning is expected in early spring 2013.
Its current Rock Star Service campaign was developed by MCBD/Dare in 2010.