Virgin Holidays
Rockstar Service

The Challenge

Virgin Holidays believe that great service is the right of every customer - not just the preserve of the VIPs. So we dug right into the heart of what truly makes a Virgin Holiday worthy of someone's hard-earned cash and came up with a new brand of holiday: 'Rockstar Service.'

The Answer

The campaign centres around the misguided adventures of "The Danke Schöns", a (moderately successful) rock band that we've created, who believe their fame has got them exclusive Virgin Holidays VIP treatment. But the audience knows that instead, "On a Virgin Holiday everybody gets treated like a Rockstar."

It's integrated campaign was implemented across TV, radio, outdoor, press and digital advertising, as well as highly segmented direct mail and eCRM programmes, and has contributed to a year-on-year volume increase of 39%. Our CRM campaign has also undoubtedly supported a successful uplift in brand tracking, driving it 6% above the leader brand's average.