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.