Virgin Holidays issues Rockstar service manifesto

Virgin Holidays has brought back its Rockstar Service campaign in a fresh push for 2011, issuing a new 'manifesto' that outlines its service promise to consumers.

Virgin Rockstar: Times ad
Virgin Rockstar: Times ad

The campaign, created by Dare and Elvis, sees the brand's Rockstar Service manifesto appear in press ads, supported by PR, new online activity, a 60-second radio ad voiced by actor John Sim and the return of last year's TV spot featuring fictional band, the Danke Schöns.

The campaign runs for four weeks, initially pushing the brand manifesto, and moves into price-led advertising during the last two weeks.

Marketing director Andrew Shelton told Marketing that the launch of the manifesto is an opportunity for Virgin Holidays to be "very explicit" about what the brand provides to consumers.

He said: "The long-haul market is not growing at the moment, so it is critical that we shout very loudly as a business about what we stand for, which is what the Rockstar Service campaign is all about."

The manifesto states that "every person at Virgin Holidays exists solely to make you feel like the most important person in the world", while touting the brand's promise to treat consumers as 'A-listers'.

Shelton said: "We're not the cheapest on the market, but the price supports the Rockstar brand positioning.

"This campaign is explicit about telling consumers that a Rockstar Service, such as access to Virgin lounges, a concierge and full ATOL protection, is what they should expect when they go on holiday," he added.

Virgin Holidays began its Rockstar Service drive last May, introducing faux band the Danke Schöns to emphasise the quality of its customer care.

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More