Client: Virgin Holidays
Virgin Holidays has launched of a new integrated campaign, developed to place greater emphasis on their worldwide holiday offering. And they’re doing this by encouraging customers to ‘Ask for the World’.
The new line plays directly to the brand’s strengths in worldwide travel. It also reflects a solid commitment to service and tonally sits well with the increasingly demanding nature of the UK holidaymaker.
Starring singer and entertainer Charlotte Church, she performs a new take on the song “I want the world” (originally performed by the demanding Verucca Salt character in the 1971 production of Willy Wonka and the Chocolate Factory).
Throughout the advertisements, Charlotte lists her holiday wishes and desires, in her own charming, yet slightly demanding and ‘diva-ish’ way.
Marketing Director at Virgin Holidays, Andrew Shelton, said, “This campaign represents a real step change for us, not only in helping achieve this, but also in terms of injecting more of the Virgin magic and attitude into the Virgin Holidays brand.
“Most importantly, by speaking to the consumer in a fun, ‘Virgin’ way we raise brand awareness in quantifiable terms for our key retail partners.”