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...