Client: Virgin Holidays
Long haul tour operator, Virgin Holidays, has unveiled its new marketing campaign, celebrating its ‘Rockstar Service’
The push, created by MCBD and Elvis, with media planning and buying from Manning Gottlieb OMD, runs nationally across print and poster sites, digital, radio and high profile TV spots from May 7, and says to customers “with Virgin Holidays, everyone gets treated like a rockstar!”
The campaign revolves around the misguided adventures of deluded rockers ‘The Danke Schöns’ as they take some serious R&R on a Virgin Holiday before heading back to the studio to lay down their next album.
Its central conceit is that, while the band believes they are receiving the kind of service befitting privileged individuals like themselves because of who they are, on a Virgin Holiday, that kind of intuitive ‘nothing’s-too-much-trouble’ approach is actually the norm – for everyone.
‘Rockstar’ – which represents Virgin Holidays’ first major strategic marketing activity since its Charlotte Church-led ‘Ask for the World’ campaign in 2008 – breaks with direct mail, email and online advertising.
A six-minute ‘rockumentary’ of The Danke Schöns will be seeded via the Virgin Holidays You Tube site, and a special tab created on the company Facebook fanpage. The new 60-second TV ad voiced by authentic rock legend Roger Daltry and filmed on location in Thailand continues until June 6.
“The ‘Rockstar service’ concept perfectly encapsulates how Virgin Holidays differentiates itself in delivering amazing customer service. A claim no-one else can make,” said Virgin Holidays Marketing Director, Andrew Shelton.
“Whether it is busting the boredom of the airport by introducing the world’s first dedicated leisure lounge in the form of London Gatwick’s v-room, or the personal contacts made by our in-resort Concierge Service weeks before customers even leave, we believe ‘rockstar service’ should come as standard for everyone – not just VIPs.
He added, “Our brand is known for its brilliant basics and magic touches – all delivered with wit and panache. We think this campaign brings that approach to holidays to life like never before.”
Media planning and buying for the campaign has been undertaken by Manning Gottlieb OMD, who developed a strategy designed to give it a big brand feel via a weighting towards key regional hotspots, particularly the South East and Scotland.
Alongside high-impact TV spots, press activity kicks off with a domination in Metro and runs until May 23, alongside digital advertising on major travel sites and portals, and a rotation of 20” and 30” creatives for radio. A heavyweight London Underground campaign is also planned to penetrate the capital and commuter audience.
Nina du Celliee Muller, Account Director, Manning Gottlieb OMD said, “Bringing all media elements together to form a truly integrated campaign is really going to help solidify Virgin Holiday’s position as a market leader within the competitive, cluttered travel sector”.
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