Virgin Holidays is attempting to take its video marketing to a new level, with a live advert filmed across the world and streamed from 18 different locations during The X Factor on ITV on Saturday 10th.
In a bid to launch its biggest brand refresh since its inception in 1985, in which a new tag line – Seize the Holiday – is set to replace their previously unpopular Unleash Your Mojo, which has been running since 013.
The ambitious undertaking will require more than 90 production crew to film simultaneous scenes from surfing in Hawaii to snorkelling in Barbados – all whilst it’s being edited live into a 60 second video at ITN Productions’ Master Control Room in central London.
The new campaign is designed to show a UK audience that people just like them are experiencing their ideal holidays, at this very moment – with a strong call to action for them to Seize the Holiday.
In addition to extensive television scheduling the new campaign will also run across VOD, OOH, Press, Radio, Digital, Mobile, YouTube, Facebook, Instagram and Twitter.
Elements of ‘live’ broadcasting will be woven throughout other campaign touch-points; such as digital out of home posters that will pull in consumers Instagram pictures uploaded with the #SeizeTheHoliday hashtag and social influencers who will live-stream adventurous experiences such as zip-lining and surfing back to their UK audiences.
Virgin Holidays VP of Customer and Marketing, Claire Cronin, commented: “This is the single biggest and most ambitious brand exercise we have ever undertaken. We have looked at everything from our business purpose, to our brand platform, to what channels we use to communicate with customers.”
“If you’re spending your Saturday night on the couch, or trudging to work on the Underground, and we’re able to show you the wonderful adventures thousands of other people are enjoying with us at that very moment, we’re confident it will strike a chord.”
Virgin Holidays Head of Brand, Consumer Marketing & Reputation, Jay Kossifos commented: “In times of profound and wide-ranging change, we at Virgin Holidays believe that challenging rules and traditional models is crucial to being competitive. Convention and uniformity is just not our bag. We challenge ourselves daily to be brave, to try new things and most importantly to have fun while doing it. This attitude is core to our DNA.”