Virgin Holidays ski mail-out highlights non-Europe resorts

Virgin Holidays is launching a direct mail and e-mail push through Claydon Heeley Jones Mason, designed to solicit early bookings for its Virgin Snow programme.

The "big snow" mailing features a pass that entitles recipients to a 10 per cent discount if they book a Virgin ski break before 15 November.

Inside the pass are snapshots of resorts in North America and Australasia.

The mailing seeks to underpin Virgin's promise of providing the most spectacular ski sites in the world. As such, the opening line of copy reads: "When it comes to big snow, America and Canada, how shall we say it, dump on Europe."

The pack also showcases two new Virgin packages, which will be introduced next year - summer skiing in New Zealand and "off the beaten track" in South Korea.

The mailing is being sent at the end of October to 100,000 people living in close proximity to UK airports, who have taken or intend to take a holiday on the slopes. In addition, 50,000 people will receive an e-mail from the company. Recipients are encouraged to order a brochure.

The campaign was art directed by Nick Thompson and written by Josh Haines.

The "big snow" mailing is the third significant direct marketing initiative Virgin Holidays has run in 2003.

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