Agency: Kitcatt Nohr
Client: Virgin Holidays
Leading tour operator, Virgin Holidays has launched sponsorship of new GMTV competition called, Sofa Factor, an X-Factor type talent contest giving a viewer the chance to be a TV presenter for a day.
The sponsorship and online activity promoting Sofa Factor and Virgin Holidays new V Room at Gatwick was created by . The competition will run on GMTV for four weeks across April and early May 2008.
The TV idents and an online campaign from Kitcatt Nohr Alexander Shaw aim to raise awareness of the Sofa Factor competition and V Room, the dedicated airport lounge for Virgin Holidays customers at Gatwick.
The sponsorship activity targets GMTV’s adult viewers who have either booked a Virgin holiday or are considering booking a long haul package holiday.
Sofa Factor will give a lucky contestant the chance to fulfill a dream of becoming a presenter for a day, alongside the best presenters in the business from the GMTV sofa. Entrants will send in video auditions and if chosen will progress to regional auditions before being selected as a finalist over the five week Sofa Factor competition. The winner will present from both the GMTV sofa and during a dream trip to Las Vegas.
Online activity includes a combination of online leaderboard and skytower ads to appear on the Sofa Factor section of the GMTV web site www.gm.tv. A Virgin Holidays advertorial will also feature on the Sofa Factor web section. The idents and online ads were produced by Underwired with animation by TwelveFootSix.
The creative approach for the TV idents and online ads showcase the different leisure activities available at the V Room including fine café food, table football, television screens and childrens’ board games.
They close with the strapline, "You’ll be surprised what you’ll find in the new Virgin Holidays V Room at Gatwick. Sponsors of Sofa Factor."
The work was comissioned by, Marketing Director at Virgin Holidays, Andrew Shelton.
Kitcatt Nohr’s Managing Partner, Marc Nohr, said, “This campaign shows how Virgin Holidays is helping customers wave goodbye to airport annoyances by offering relaxing waiting areas, tasty food and fun entertainment for kids inside their new V Room at Gatwick.”