Agency: Proximity London
Objectives
Virgin's brand promise is to provide unique and exceptional customer experience; it's why people pay a premium to travel with them.
However, communications from Virgin Holidays broke that promise.
Research showed that the time between booking and departure is surprisingly stressful. Plus, the more headspace taken up by stress, the less room there is for getting excited about going on holiday.
But an audit of the existing journey showed that customers were being bombarded by 35 disjointed communications, as well as dozens of duplications from six disparate internal teams. We were actually making things worse....