Virgin Holidays says 'Unleash Your Mojo' to holidaymakers

Virgin Holidays is launching an integrated campaign called 'Unleash Your Mojo', which will target families and older holidaymakers and marks a change in direction for the brand.

Virgin Holidays is running two TV ads, one which will target "nifty fifties" and another which will target families.

The first ad shows how a holiday can bring harmony to a family and will break on Saturday May 4 during 'Britain’s Got Talent'. The second ad will break later in May.

In the first ad, a family is shown escaping from the pressures and tedium of daily life and highlights the activities on offer on a Virgin Holiday.

The ad closes with the revitalised family striding together as a unit in slow motion, ending with the line, 'You see, on a Virgin Holiday to Florida, you’re the stars….Virgin Holidays: Unleash Your Mojo.'

Both 40-second ads try to convey how a Virgin Holiday can help you ‘Unleash Your Mojo’.

The £2.5m campaign is running across TV, outdoor, online, social and below-the-line activity.

The supporting social campaign engaged the public via a Twitter ‘Mojovator’, which unlocks prizes once targets are reached for the number of tweets using ‘#mojo’.

The TV ad was created by M&C Saatchi, which won the account in August 2012. Lida created the below-the-line activity.

The new advertising replaces its 'Rock Star Service' marketing strategy.

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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).

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