Virgin Holidays ‘Burlesque Sale’ direct mail case study

How can you create a direct mail campaign that truly resonates with consumers, creating talkability and helping conversion into sales?

The Mail Media Centre People’s Pick provides the answer. Each month our friends at Nielsen ask an independent panel of 10,000 members of the public to vote on direct mail campaigns that have particularly engaged their attention.

They are asked to assess the work on: likelihood to respond, interest in finding out more, creative, whether they would keep it for future reference, liked the company or brand more, and would show it to their friends.

The winning campaign for December 2010 featured a ‘Burlesque Sale’ mail from Virgin Holidays.

Some 50% of respondents said they were ‘likely to respond’; while 50% said they ‘liked the creativity/design’ of the mail.

Bridget Devlin, loyalty marketing manager for Virgin Holidays explains how they created and  implemented this campaign, which resonated so well with the public, in turn driving sales.

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