Campaign details
Agency: Proximity London
Virgin Holidays were growing in size but stagnant in profit.
A brand famous for its obsession with its customers was competing on prices and forgetting about creating great customer sales experiences.
To grow again it was time to turn things around.
Strategy
Virgin Holidays had a big problem.
Despite £600 million in revenue they were only making a £3 million profit.
They were competing on offers with much bigger travel groups such as Tui and Thomas Cook.
So the strategy was to change from aiming at the head, and instead focus on the heart....