red
Virgin Holidays
Delivering The Sweet Smell Of Success For Virgin Holidays
Red‘s campaign for Virgin Holidays wasn’t one to be sniffed at – it used aromas of far flung places to evoke holiday memories!
When Virgin Holidays wanted to position itself as a lifestyle-led travel brand, Red focussed its campaign on a subject known to all holidaymakers – the holiday blues!
Red’s solution was to create a series of 13 limited edition scents, inspired by Virgin destinations from around the world, that would help prolong people’s holiday memories. Scents included ‘Slum Dog No 5’ with a curry aroma to evoke memories of India and ‘Coco Cologne’ which used coconut to remind people of Caribbean holidays.
Holiday makers were targeted directly through the full collection of scents being delivered to the Virgin Holidays lounge at Gatwick Airport for travellers to try before they jetted off. People could also win samples through a competition on the Virgin Holidays website.
To catch the media’s attention, presentation boxes containing the scents were issued to 50 target media contacts across print and broadcast media. To drive broadcast coverage, breakfast and mid-morning TV and radio shows were sent the scents and a day of radio interviews was also held.
Story angles were tailored to different journalists and media – from the link between memory and smell to features on how to recreate your holiday at home.
The campaign generated 39 pieces of coverage and reached an audience of 72 million.
When Virgin Holidays wanted to position itself as a lifestyle-led travel brand, Red focussed its campaign on a subject known to all holidaymakers – the holiday blues!
Red’s solution was to create a series of 13 limited edition scents, inspired by Virgin destinations from around the world, that would help prolong people’s holiday memories. Scents included ‘Slum Dog No 5’ with a curry aroma to evoke memories of India and ‘Coco Cologne’ which used coconut to remind people of Caribbean holidays.
Holiday makers were targeted directly through the full collection of scents being delivered to the Virgin Holidays lounge at Gatwick Airport for travellers to try before they jetted off. People could also win samples through a competition on the Virgin Holidays website.
To catch the media’s attention, presentation boxes containing the scents were issued to 50 target media contacts across print and broadcast media. To drive broadcast coverage, breakfast and mid-morning TV and radio shows were sent the scents and a day of radio interviews was also held.
Story angles were tailored to different journalists and media – from the link between memory and smell to features on how to recreate your holiday at home.
The campaign generated 39 pieces of coverage and reached an audience of 72 million.
