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The campaign was created by integrated agency, Kitcatt Nohr Alexander Shaw and digital agency, Underwired and rolls out from this week.  This campaign is the first to feature the updated brand identity for Virgin Holidays.

Kitcatt Nohr wasbriefed to create an integrated marketing campaign targeting existing and potential Virgin Holidays customers to promote a range of worldwide destinations in the Caribbean, Florida and Mauritius for late 2007 or summer 2008 holidays.  The target audience for the campaign is divided into two groups and the first includes two main groups ABC1 families with children living at home, empty nesters aged 45-65 and singles while the secondary audience includes younger couples and singles.

Media activity will include national radio, direct mail, outdoor advertising including high-profile activity at major rail terminals, online advertising and email activity.   Email and online production was by digital agency, Underwired and media was bought by Manning Gottlieb OMD.  The radio ads will feature actor, Shaun Williamson, who played the character of Barry in Eastenders and Christopher Biggins.