Consumers Encouraged to Discover their 'Mojo' with New Virgin Holidays Campaign

Virgin Holidays is soon to unleash a fresh marketing campaign which will see the brand retiring its 'Rock Star Service' strategy and replacing it with an integrated approach under the banner "Unleash Your Mojo".

Created by M&C Saatchi and LIDA with media handled by Manning Gottlieb OMD, Virgin will invest £2.5 million on the new campaign, which spans television, outdoor and online channels as well as direct marketing activity. Meanwhile, a social campaign has already rolled out as a soft-launch via Twitter and is being driven by a competition promotion.

The television activity will include a broadcast during 'Britain's Got Talent' to target families, while another ad spot will target over-50 "empty-nesters" who no longer have children living at home. Both advertisements open with the depiction of a grey, everyday existence which then contrasts with a depiction of a fun Virgin Holiday. The 'mojo' angle aims to encourage potential holidaymakers to rediscover their long-buried, happy, sparkling selves.

Virgin Holidays Marketing Director, Andrew Shelton, commented on their new promotional strategy: "This refreshing campaign perfectly captures our message and ethos and we're very excited about the new direction we're taking the Virgin Holidays brand."

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