Virgin Holidays Case study ROCKSTAR SERVICE by Dare

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ROCKSTAR SERVICE

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Industry Travel Agencies, Tour Operators & Travel Services
Media Case study
Market United Kingdom
Agency Dare
Director Traktor Through Partizan
Executive Creative Director Danny Brooke-Taylor
Art Director Helen Board, Matt Lever
Producer Richard Ulfvengren
Photographer David Drebin
Editor Rick Russell
Released January 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: VIRGIN HOLIDAYS
Product/Service: VIRGIN HOLIDAYS
Agency: DARE
Date of First Appearance: May 8 2010
Entry URL: http://www.youtube.com/user/rockstarservice#p/u/2/Rw_zLLDuZ0
Executive Creative Director: Danny Brooke-Taylor (Dare)
Copywriter: Helen Board & Matt Lever (Dare)
Art Director: Helen Board & Matt Lever (Dare)
Typographer/Designer: Kerry Roper & Mark Gardner (Dare)
Photographer: David Drebin (David Drebin)
Agency Producer: Lorraine Geoghegan (Dare)
Cinematographer: Stephen Blackman
Editor: Rick Russell (Final Cut)
Film Art Director: Neville Stephenson
Producer: Richard Ulfvengren (Partizan)
Director: Traktor (Traktor)
Sound Design: Parv Thind (Wave)
Media placement: TV - National - 8th May - 6th June
Media placement: Radio - National - 7th May - 8th June
Media placement: Press - National And Northern Regional Papers - 8th May - 7th July
Media placement: Outdoor - London Underground - 10th May - 23rd May
Media placement: Digital - Trip Advisor, Specific Media, MSN, Yahoo - 7th May - 8th June

Describe the campaign/entry
The campaign focused on the adventures of the ‘Danke Schöns’, our fictional rock band who mistakenly believe they are being treated as VIPs. It communicated Virgin Holidays’ ‘Ask For the World’ belief: that all its customers can be assured of intuitive, imaginative and out-of-the-ordinary service every time they travel. The various Virgin Holidays perks crop up throughout the integrated campaign in different ways.
The TV ads are a combination of music video and tour footage, as we follow the band around the world.
In press, outdoor and social media we showed shots of the band experiencing the fantastic service for themselves. The radio copy was typically Virgin – intelligent irreverence with a good sense of fun and a tongue-in-cheek tone narrated by Rodger Daltrey in a rock star drawl.
In addition, online, DM and email used rock star cues to communicate worldwide offers at great prices.

Describe how the campaign/entry was launched across each channel in the order of implementation
TV was used to inspire and excite our target audiences, with a programming strategy focused around inspirational programming.
Research had shown that Radio was the best place to highlight added value services so this is where we showcased our magic touches (service benefits).
Online featured destinations and prices and was timed to build on awareness and interest raised from the broadcast channels and convert this into immediate cost effective sales.
For press and out of home media we used a dominate approach focusing on London Underground stations to target commuters using 6 sheets .
Direct mail and email were used to target prospects, enquirers and previous bookers to drive conversion to booking with targeting based on past enquiry and booking data.
Finally we used social media to make the band feel more real and exciting, through getting consumers to engage with them on facebook and twitter.

Give some idea of how successful this campaign/entry was with both client and consumer
The Rockstar Service campaign has driven a year-on-year volume increase in overall bookings of 4%, with an unexpected 3% growth in Florida bookings and 2% increase in bookings from our core audience groups.
In total the integrated campaign achieved an ROI of 3.1:1 against a target of 3:1. Brand tracking, meanwhile, shows Virgin trumping rivals as a destination for worldwide holidays, and beginning to edge ahead on key measures that reflect its more premium positioning. Millward Brown results showed that this brand campaign created more talkability than the previous campaign with 60% of people saying they enjoyed the TV ads compared with 51% on the previous brand campaign.