Tailored holiday ideas from Virgin

Although many companies use mass email campaigns to alert customers to upcoming sales and hot deals, Virgin Holidays will now be specifically targeting customers with tailored holiday ideas.

The campaign idea is ‘Ask for the World’ and it involves a long list of tailored requests people may be interested in when planning a vacation.

Dubbed the ‘world’s longest reply card’, the card has a long list of tick boxes with various holiday options ranging from the humorous to the more practical. One item on the list, for example, reads: “I want, to like, soooooooooo come back with an American accent,” another: “I want a package holiday that doesn’t feel so packaged”.

In addition to the reply cards, Virgin Holidays will be launching a television and outdoor advertising campaign around the concept.

John Treacy, creative director at Elvis, comments: “We’ve visually demonstrated that the customer should ask for the world and we’ve done it with a huge serving of the Virgin brand’s sense of humour - we want them to tell us what their perfect holiday would be. This execution gives us the opportunity to impart lots of information about Virgin Holidays without playing to the standard direct marketing rules. And it integrates perfectly into both the email campaign and the brand advertising in its strategic approach.”