The 'get more' campaign has been devised by Kitcatt Nohr Alexander Shaw and its sister digital agency Underwired. It comprises outdoor posters in major UK cities, national radio and online ads, email communications and direct mailings to new and existing customers, which are being sent at the beginning of September.
The posters and below-the-line work uses images of roller-coasters in Florida and dolphins in the Bahamas. The direct mail pack features a cut-out of a helicopter promoting holidays to Las Vegas and the chance to win a free helicopter ride.
"The campaign is mainly aimed at acquisition," said Marc Nohr, managing partner of Kitcatt Nohr.
The work targets couples who are considering booking long-haul holidays and those who take vacations with the minimum of planning.
However, the campaign also targets families, who like to book ahead.
"Our customers believe a Virgin holiday will be fun, customer focused, personal and better than the rest," says Ginny Macklen, head of marketing communications at Virgin Holidays. "This campaign encourages people to get more from their dream holiday."
Last year, Kitcatt Nohr created a Virgin Holidays campaign that centred on an Elvis-like character named Doc Holiday.
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