Virgin Holidays has released an advertising campaign targeting families and couples considering long haul holidays worldwide. (1/5/2007)
The 40-second television commercial, created by Kitcatt Nohr Alexander Shaw, and produced and directed by Aardman Animations, has been on air from the beginning of this month. This month’s telecast will be followed by a second shorter execution mid month.
The ‘Get more… with Virgin Holidays’ campaign features Virgin Holidays brand awareness ads running on national TV throughout January, which aim to raise awareness of all worldwide destinations, and drive sales and brochure requests for 2007. Other elements of the campaign include a promotional stand which will be touring four major shopping centres along with travel partners across the UK namely Lakeside, Bullring, the Arndale Centre and Bluewater throughout January.
Andrew Shelton, marketing director, Virgin Holidays said: “The objective of this campaign is to communicate the added extras you receive when you book with Virgin Holidays. We’re excited to be able to further support the ‘Get More’ message with an additional offer of a free experience in selected destinations for customers booking in January.”
Marc Nohr, Kitcatt Nohr’s managing partner termed the campaign as an intelligent one “both in its highly innovative creative approach and its smart use of media”.
“Combining the high profile of national TV with face-to-face regional activity should work well together to build healthy January sales figures,” said Nohr.
Kitcatt Nohr devised two executions for the Virgin Holidays Get More TV campaign: a 40 second brand awareness ad and a 10 second offer-led advert. The first TV ad execution celebrates the exciting range of activities available to Virgin Holidays’ customers and is set in a hotel room overseas with an animated couple attempting to pack their suitcase at the end of their stay with some exciting items included. The second TV advert shows the same animated couple enjoying a few of the exciting experiences you can enjoy for free if you book in January such as a helicopter flight over Las Vegas at night, a boat trip to watch dolphins in Mauritius or a 4WD trip over the desert dunes of Dubai.