Virgin Holidays ‘Rockstar’ integrated campaign

To make the brand famous for its service, Virgin Holidays wanted to buy core destinations and increase awareness of other destinations worldwide, while justifying its more premium positioning and price.

The Rockstar Service campaign, as created by Elvis, focused on the adventures of the ‘Danke Schöns’, a moderately successful rock band who mistakenly believe they are being treated as VIPs.

It communicated Virgin Holidays’ ‘Ask For the World’ belief: that all its customers can be assured of intuitive, imaginative and out-of-the-ordinary service every time they travel.

Virgin Holidays’ Rockstar Service campaign has driven a year-on-year volume increase in overall bookings of 4%, with an unexpected 3% growth in Florida bookings and 2% increase in bookings from our core audience groups.

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