MORE CRUISE, LESS SNOOZE

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GAME CHANGER BROCHURE

VIRGIN HOLIDAYS

How could Virgin Holidays convince people who wouldn’t dream of going on a cruise… dream of going on a cruise? And when that’s cracked, how do you unravel a bunch of market data and launch full steam ahead into a busy market?

What we thought

We needed to change the mindset of a generation. Cruises are just for for old people right? All bland food, stuffy staff and cabaret acts from the 70’s. Years of advertising from cruising’s big-boys had created an upper-class vision and change was way overdue. Virgin were the perfect disrupters to shake things up.

What we thought

We needed to change the mindset of a generation. Cruises are just for for old people right? All bland food, stuffy staff and cabaret acts from the 70’s. Years of advertising from cruising’s big-boys had created an upper-class vision and change was way overdue. Virgin were the perfect disrupters to shake things up.

 

What we did

Our creative thought was ‘less stuffy, more stuff’, setting the tone for some big, bold and energetic creative. Delivered across a whole range of media, ‘This is How we Cruise’ powered brand communications that oozed excitement and luxury. With a delicate nod to Virgin’s high-flying cousins, we showed how cruise glamour could be super cool and a lot of fun… with not a bow-tie in sight.

 

What happened next

Launched in over 100 Virgin Holidays stores simultaneously across the UK, we created the unique illustrations, layouts, messaging and content for the entire marketing suite. Every brochure page was produced to perfection and at lightning speed – the think to ink process took a mere five weeks. We also unravelled a ton of marketing data and helped crystalise a clear marketing roadmap for future brand engagement.

 

THE RESULT

Before Virgin could order a reprint, 70,000 cruise brochures had sailed off the shelves. Early bookings peaked above best forecasts and we fully supported their nationwide teams as the concept was launched. The squeaky clean Virgin brand was making waves again, but most importantly of all, a new generation of people were dreaming of going on a cruise.