AMV won the £5 million account after a final shoot-out against Droga5 London. Adam & Eve/DDB and Lucky Generals were also invited to pitch in a process run directly by Virgin Holidays.
The company is still talking to Droga5 about Virgin Vacations, its US business.
M&C Saatchi, which had held the Virgin Holidays advertising account since 2012, did not repitch for the business. Manning Gottlieb OMD handles media for Virgin Holidays after winning the business in 2001.
Jay Kossifos, the head of brand, campaigns and reputation at Virgin Holidays, said: "We were hugely impressed with all of the agencies who presented; however, we found the work created with AMV BBDO to be quite irresistible and, on behalf of the team here at Virgin Holidays, we are super-excited about our partnership."
In 2015, Virgin Holidays’ pre-tax profit increased by almost 100 per cent to £10.9 million, helping its Virgin Atlantic Group parent nearly double its profit.