Virgin Holidays unveils new marketing approach

Virgin Holidays is retiring its Rock Star Service marketing strategy and is launching an integrated campaign under the banner “Unleash Your Mojo”.

Virgin Holidays campaign
Virgin Holidays urges customers to find their inner mojo in new campaign.

The £2.5m campaign will run across television, outdoor, and online and also include direct marketing activity.

The television spot breaks during Britain’s Got Talent and targets families while another execution will target “empty-nesters” whose children have left home. The ads encourage potential holidaymakers to find their long-buried, happy, vibrant selves and each opens with a depiction of a grey, everyday existence before depicting the fun and enjoyment of a Virgin Holiday.

The ad targeting empty nesters stars actress Heather Wright and aims to tap into the 50 plus demographic.

A social campaign has already soft-launched via Twitter and is driven by a competition promotion.

Marketing director Andrew Shelton says: “This refreshing campaign perfectly captures our message and ethos and we’re every excited about the new direction we’re taking the Virgin Holidays brand.”

The campaign has been devised by M&C Saatchi and LIDA with media handled by Manning Gottlieb OMD.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here