Agency: MCBD
Client: Virgin Holidays
Virgin Holidays has launched a new chapter in its successful ‘Rockstar Service’ marketing campaign, created by MCBD and Elvis.
The new TV advert will see the Danke Schöns experiencing more of Virgin Holidays’ distinctive rockstar service during a visit to a Florida theme park.
The 30-second spot will once more be supported by widespread classified and display advertising in trade and consumer media for four weeks, PR, online activity and, for the first time, a promotion with Heart FM which will see a selected family report back on the rockstar treatment they receive during a Virgin Holiday to Florida.
During the initial campaign period of six weeks, total bookings for the Virgin Holidays core brand rose by 9% year on year.
“Rockstar is our most integrated campaign ever, and it has been great to see how it has caught the public’s attention - whether across social media or established platforms,” said Virgin Holidays Marketing Director, Andrew Shelton.
“The campaign launched during the post-ash cloud period, when our customer service offering was tested like never before. Our research shows that even during that challenging period, the campaign has strengthened people’s awareness of our ‘brilliant basics and magic touches’ service message, and reiterated that what differentiates us is that we put the customer and our service first.”
He added, “It’s been a message that the whole company has got behind and we’re all very excited to see the next episode in the Danke Schön’s adventures.”