The ads introduce the strapline 'Ask for the world'. It was developed following research that showed that holidays are more important than ever to consumers, and as such should meet their every desire.
During the ad, Church lists her holiday wishes, including 'swim with a dolphin', in a reworded version of I Want the World, a song originally performed by Julie Dawn Cole when she played spoilt brat Veruca Salt in the 1971 film, Willy Wonka & the Chocolate Factory.
The work, which will break on 4 May, is the first for Virgin Holidays by Elvis, which was appointed to the account in January. It will be supported by radio, poster, online and direct ads, targeting both existing and prospective customers, and also featuring the singer. Media has been planned and bought by Manning Gottlieb OMD.
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