Virgin Holidays: Peak

Virgin Holidays, a tour operator, increased footfall in UK storefronts using AI technology to personalise users' communications – without a TV budget.

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...

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