Virgin Holidays has unveiled its latest January sale campaign, urging customers to ‘flaunt’ the feeling they get when they can’t contain their mojo on their holiday.


Created by M&C Saatchi and LIDA, with media planned by MGOMD, the campaign kick starts on Christmas Day with the long haul specialist running TV ads at the height of the yuletide festivities for the first time ever.

‘Flaunt It’ will run across TV, outdoor, online and below the line, with press executions depicting normal holiday scenarios getting the ‘Flaunt It’ treatment, including riding through the States in a Cadillac, dancing like no one’s watching in the Caribbean and frolicking on a golden sun-kissed beach. There are also two digital executions which transform from humdrum banner ads into glossy Virgin Holiday banners as the subjects depicted flaunt their holiday mojo, as well as social media, PR and experiential activations in Virgin Holidays network of 126 shops throughout January. The TV ad stars Colin, 59, a retired hairdresser, flaunting it as he comes out of the sea with a confident, effortless mermaid hair flick.

Travel agents can get in on the act by competing for three big holiday prizes, a host of spot rewards and other incentives being given away to those who book a Virgin Holiday for their customers. From Boxing Day, agents have to register any holidays they sell by February 2 at to be in with a change of winning.
The first prize is a seven-night VIP holiday for two at Walt Disney World Resort Orlando courtesy of Virgin Holidays and Disney. Staying in a Disney deluxe resort hotel, the winner will also receive complimentary park tickets and plus to help them ‘#Flaunt It’, $500 Disney spending money. The second prize is tickets to London Fashion Week, and the third prize is an iPad Mini.

Alongside the holiday draw, spot prizes will be up for grabs through January, including Love2Shop vouchers. From mid-January, the trade sales team will also begin a national merchandising campaign, visiting 350 agencies to give agents the lowdown on Virgin Holidays and the #Flaunt It campaign, giving out treats and gifts along the way to help them get through the busy sales period.

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