ITV launches Virgin Holidays campaign LIVE
Virgin Holidays boldly went where no brand has gone before last Saturday – by shooting the world’s first live-streamed global advertisement from 18 different locations all around the world.
The ambitious undertaking saw production crew film simultaneous scenes as varied as surfing in Hawaii, riding the Pacific Coast highway in San Francisco and snorkelling in Barbados – all whilst it was edited live into a 60-second video by ITN in London.
The live advert was the launch moment for the biggest brand refresh in Virgin Holidays 31-year history. A new marketing platform - Seize The Holiday - is set to replace the Unleash Your Mojo proposition that has been running since 2013 and what better way to launch the ad than during the first break of Saturday night's X-Factor, which had an audience 7.4m strong.
To compliment the creative, our in-house team, ITV Creative, produced a bespoke 10 second ident introduction to premiere the advert and let viewers know that something special was hitting their screens. The bespoke creative included the campaign hashtag #SeizeTheHoliday, before kicking in to the jet-setting ad.
Virgin Holidays VP of Customer and Marketing, Claire Cronin, commented: “This is the single biggest and most ambitious brand exercise we have ever undertaken. We have looked at everything from our business purpose, to our brand platform, to what channels we use to communicate with customers.”
“If you’re spending your Saturday night on the couch, or trudging to work on the Underground, and we’re able to show you the wonderful adventures thousands of other people are enjoying with us at that very moment, we’re confident it will strike a chord.”
Make sure you check out the ad above!