The campaign objective was to develop an enhanced customer experience through disruptive digital OOH and target the Virgin Holidays’ audience in a more creative, innovative way throughout January, the key holiday booking period. The aim was to use different technologies to engage with smart families and ultimately build awareness of Virgin Holiday destinations, driving footfall into retail stores to make holiday bookings and increase brand confidence for smart families to choose Virgin Holidays.
The Dream Bigger January Sale launch was based on promoting one awesome idea, everywhere!
For the individual Disney, Universal and Las Vegas campaigns, the strategy was centred around the top performing retail stores for the destinations alongside key shopping malls with highest footfall in the UK.
Each plan was created with high frequency digital formats throughout the top performing malls, including some innovative and creative wrapped lifts. This was optimised with high impact sites within the malls and surrounding the areas including Westfield’s full-motion digital, large-format screens greeting customers as they entered and left the shopping mall.
The overall campaign resulted in a shopping mall domination where our innovative formats were engaging with the audience in a complete 360 approach while they were enjoying their shopping experience. Each creative was tailored to each mall, promoting the destination with a holiday offer and reminding the customer where to locate the closest proximity Virgin Holiday’s store if they were looking to book a holiday to Disney, Universal or Las Vegas.