The holiday firm has developed a consumer marketing strategy encompassing a new brand identity, created by Start Creative, which will be rolled out from late August, backed by an integrated campaign through Kitcatt Nohr Alexander Shaw.
It has plans to launch a premium holiday product next year and is expanding into fresh markets with new transatlantic routes. A supporting TV campaign will break in January.
The firm has also restructured its marketing department, boosting its personnel by 35% to support its expansion plans.
Both the rebranding and restructure will be overseen by Virgin Holidays marketing director Andrew Shelton, who joined last September from British Airways, where he was senior manager for leisure and digital marketing.
Last week Virgin Holidays launched a press and outdoor campaign to promote its new holiday destination, Mauritius, as the perfect romantic getaway destination.
It has also relaunched the Frequent Virgin Club membership scheme to sharpen its focus on customer relationship management.
In January Virgin Holidays returned to TV for the first time in 18 months with a £2m campaign through Kitcatt Nohr Alexander Shaw.
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