Virgin Holidays campaign attracts families

LONDON - Virgin Holidays is attempting to attract more family travellers to Florida and the Caribbean with its latest integrated campaign.

Claydon Heeley Jones Mason has created direct mail, door drop and radio work for Virgin Holidays that uses the strapline "I want" to emphasise how a Virgin holiday puts children first.

The campaign is nationwide but is especially targeted at families around "gateways" to Florida and the Caribbean such as London and Manchester. Radio aims to remind people of the direct marketing and increase response.

Direct mail opens to show a shot of four children by a swimming pool, each with a different need. One girl is pictured saying: "I want to drink Coke 'til I burp" and another says: "I want Dad to hire a big American convertible."

The copy then explains that its Florida Disney holiday offers services for children such as unlimited soft drinks and free cinema tickets. It also points out the benefits of "kids' clubs" at its Caribbean resorts.

Mailings include a response form that enables customers to request brochures while making it clear what their children want from a holiday.

Virgin will use the responses to help build its database.

The campaign was created by Gary Fraser, Darren Crew and Gary McNulty. Media planning and buying is through Manning Gottlieb OMD.