Campaign details

Agency: Proximity London

Without TV budget for the January sales, Virgin Holidays needed to turbo-charge CRM to increase footfall and margin.

Strategy

The January sales can be a case of brands that shout loudest getting results. The key period delivers a third of Virgin Holidays' annual revenue, but in a year without tactical TV budget, CRM needed to drive 50% more customers in-store resulting in a year-on-year margin uplift of 30%.

Virgin Holidays and Proximity London had to out-think rivals to make customers buy, but against a backdrop of fall in demand for long-haul travel. Virgin's excellent service and customer experience were put in the spotlight to counteract low-cost holidays offered by competitors. Customers were given a personalised sales journey, with gentle comms from October to January reflecting their needs and making holiday hunting part of the break itself.

Creativity

Messages avoided clichés to engage holidaymakers at key moments. AI was used to increase reach and craft on-brand subject lines that resonated with the audience. Emails were delivered using algorithms meaning each recipient had a unique send time and destination, with "high engagers" prioritised for content-led comms.