Campaign details

Agency: Proximity London

Encourage holidaymakers to combat the low they felt after returning from a trip by booking their next journey with Virgin Holidays rather than short-haul carriers.

Strategy

It's easy for travellers to go "cold turkey" following a holiday high. Virgin Holidays resolved to give them personalised dopamine hits at five key moments during the 60-day post-trip rebooking period.

Nostalgia, reward and celebration were employed as emotional triggers to demonstrate Virgin Holidays' ethos of superior service and persuade people to re-engage with the brand rather than seeking low-cost, short-haul trips.

The Welcome Home Programme used the "peak end" behavioural economics principle, where changing the end of an experience – in this case to match the level of service provided during a passenger's initial booking –positively affects perception.

Creativity