The latest campaign from Virgin Holidays aims to entice holidaymakers who would typically book UK or European holidays to book a long-haul trip. The ‘Seize the Holiday’ campaign, billed as Virgin Holidays biggest refresh in 31 years, features live holiday footage from 18 different locations around the world.
Produced by Grand Visual and delivered through OpenLoop, the dynamic DOOH campaign pulls in consumers holiday pictures uploaded to Instagram with the #SeizeTheHoliday hashtag. Deployed on premium digital billboards across the UK, the dynamic creative is live on the JCDecaux, Exterion, Clear Channel, Signature and Primesight networks.
Claire Cronin Virgin Holidays vice president of customer said:
“What we are really super aware of is that travel is an increasingly cluttered space, there are new entrants coming into the marketplace all the time and in order for us to get cut through, we need to be innovative….”
The digital OOH campaign is supporting the wider activity running across TV, VOD, press, radio, digital, mobile, YouTube and social.
The campaign creative was developed by AMVBBDO, planned and booked by Manning Gottlieb OMD and Talon, produced by Grand Visual and facilitated by OpenLoop.