Virgin Holidays DM JANUARY SALE CAMPAIGN by Elvis Communications

Adsarchive » DM » Virgin Holidays » JANUARY SALE CAMPAIGN


Pin to Collection
Add a note
Industry Transport, travel & tourism
Media Direct marketing
Market United Kingdom
Agency Elvis Communications
Creative Director John Treacy
Art Director Dave Hobbs, Nina Taylor
Copywriter Richard Stoney, Rick Keisewetter
Designer Chris Clausen
Released December 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Agency: MCBD
Date of First Appearance: Dec 26 2009 12:00AM
Creative Director: John Treacy (Elvis)
Copywriter: Richard Stoney (Elvis / MCBD)
Art Director: Dave Hobbs (Elvis / MCBD)
Television Production: Alexis Myers (Elvis / MCBD)
Art Director: Nina Taylor (Elvis)
Copywriter: Rick Keisewetter (Elvis)
Designer: Chris Clausen (Elvis)
Board Account Director: Jenny Peacock (Elvis)
Account Director: Charlie Byron (Elvis / MCBD)
Senior Account Manager: Will Reynolds (Elvis)
Senior Account Manager: Marie-Helene Hudon (Elvis)
Media placement: Press - 60 Insertions - Sunday Telegraph + Metro Takeover - 27th Dec 2009

Describe the brief/objective of the direct campaign.
With January being a key booking period for Virgin Holidays our objective was to develop a single minded, integrated sale campaign that clearly differentiated us from the competition, created stand out and generated bookings for 2010/ 2011 from both retention and acquisition audiences who were in the market to book a holiday. This was Virgin Holidays first ever sale and they took the bold move by declaring every holiday on sale. We also needed to reinforce the Virgin Holidays brand essence of being the only holiday company with ‘a bit of rock ‘n roll’.

Explain why the creative execution was relevant to the product or service.
We knew that January was a key month for competitor sale activity. This was the first time that Virgin Holidays had run a ‘Sale’ campaign – so it was important that our message didn’t get lost amongst the competition. Rather than focusing on just emotional cues (beach images) or rational messaging (price) we developed a clear creative style that differentiated the Virgin Holidays difference. The burlesque dancer communicated that prices were as low as possible with the 'we’ve taken off everything we can' strapline as well as clearly communicating the cheeky Virgin Holiday tonality. The creative vehicle achieved massive standout and demonstrated that Virgin Holidays were indeed the only Holiday company with a bit of ‘rock ‘n roll’.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to do the most beautiful ‘sale’ campaign ever. By using a burlesque dancer supported by the headline 'The Virgin Holidays Sale, we’ve taken off everything we can' we developed a creative vehicle that visually differentiated us from the competition and reinforced the ‘cheeky wink’ tonality of Virgin Holidays. The creative needed to be flexible enough to accommodate 3rd parties and work across multiple media channels. We were tasked to achieve a total pax (passenger) booking target of 72,000 passengers during the campaign working to improve the ROI of 3:1 from the previous January campaign.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In total the integrated campaign achieved 78,680 passenger bookings, 8.5% over target. ROI for the campaign was 3.91:1 against the 2009 target of 3:1. Across different channels this peaked at an ROI of 52.08:1 for our most loyal customers via email and 14.38:1 in direct mail. Total website hits during the campaign period were 2,991,799, 4% above target. Calls generated to the call centre were up by 3% at 13,890 with a conversion rate of 15.32%, 17% above target. In brand tracking studies we saw an increase in spontaneous brand awareness from 49% to 51% (source Millward Brown).