The three-week £50,000 campaign, part of a £250,000 online, press, radio and direct mail promotion, is also designed to test the web's appeal as an advertising medium to different demographic groups.
A variety of creative executions and web sites are being used to target different travel products aimed at three groups.
Caribbean and skiing holidays are promoted to 25- to 45-year-old couples where the woman is the holiday decision-maker. Florida tours are targeting families, while other US resorts are aimed at 35- to 55-year-olds.
The sites chosen will match audiences to each target group. They include handbag.com, thisistravel.co.uk and the AdLINK network. Virgin.net will also test brand linkage. Creative executions include pop-ups, banners and sponsorships.
The advertising was created, planned and booked by Internate, the Brighton-based full-service new-media agency. Other clients include BUPA International.
Parent company Designate has worked with Virgin Holidays in developing customer magazines and planning offline campaigns.
Online holiday bookers will receive a five per cent discount on the late-deal price.
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