The 30-second campaign consists of three different executions called "salsa", "lovers" and "game" and will run until the end of October on regional stations including Smooth, Magic FM and LBC.
Listeners are encouraged to visit Virgin's to request a brochure for more information on the three highlighted destinations of Cuba, the Bahamas and Antigua.
According to the agency behind the creative, the ads have been created to remain consistent with Virgin's sense of humour while drawing on the emotional aspects of being on holiday with family and friends -- rather than being a campaign that is led by offers.
David Coutts, Virgin Holidays' marketing director, said: "People go to the Caribbean to enjoy a relaxing beach holiday in a part of the world renowned for its expertise at chilling out.
"We wanted our radio ads to highlight this and the pleasures of having quality time to concentrate on your family and loved ones without the worries or distractions of life back home."
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