A Virgin Holiday trip awakens your inner ‘mojo’ and turns your family’s grey existence into a multi-coloured, fun-packed thrill ride – so says the brand’s new integrated ad campaign.
The £2.5m campaign, by M&C Saatchi and direct marketing agency LIDA, invites holiday-makers to ‘Unleash Your Mojo’, with two new ads by music video director Joseph Khan painting an attractive picture of sun-drenched joy.
The first ad, which breaks on May 4, targets families with children, while the second is broadcast later this month and is aimed at couples whose children have left the nest.
The ads are accompanied by outdoor and print campaigns which carry over the tone and style of the TV ads, with sun-drenched imagery inspired by photographer David LaChapelle.
Unleash Your Mojo marks a new direction for the Virgin Holidays brand, by casting the consumer in the starting role and moving away from the ‘Rockstar Service’ positioning. At the same time, it is still “uniquely Virgin”, says LIDA managing partner Jonathan Goodman.
Agency: M&C Saatchi Group (M&C Saatchi and LIDA)
Copywriter: Dan McCormack
Art director: Luke Boggins
Photographer: Tom Van Schelven
Production company: HSI London
Director: Joseph Kahn
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