Virgin Holidays lets customers ‘try on’ a holiday
Monday January 19, 2015 at 10:19am
Virgin Holidays has launched an experiential campaign showcasing three of its locations to visitors to shopping centres around the UK. The activity, created for Virgin by experiential and event agency RPM, focuses on Barbados; Cancun in Mexico; and Walt Disney World in Florida. Customers are given the chance to ‘try on’ a holiday within three changing rooms offering unique immersive experiences. They will be ‘transported’ to each location by recognisable sights, smells and tastes from each place. ‘Try on that holiday feeling’ is part of Virgin Holidays’ current #Flaunt It campaign and customers will be encouraged to take a selfie in the rooms and share by using the #Flaunt It hashtag on Instagram, Vine, Twitter or on the #Flaunt it Facebook page. Participants will be entered into a competition where they can win one of three Virgin Experience Day Vouchers. Customers will also receive a ‘luggage tag’ that they can take to a Virgin Holiday concession/store and use to book a holiday to any destination on that day and be in with a chance of winning £5,000 spending money. When customers walk into Barbados they will be welcomed by a Bajan surf instructor who will provide information on the area, to a background soundtrack of the waves and steel drums. The room will be hot, with a coconut sunscreen aroma and customers will be able to taste coconut water and feel the heat from the sand covered floor. Cancun is another beach location, with a local Mexican food vendor supplying information on the region and offering customers a chilli and lime chocolate bar while a Mariachi band plays in the background. Customers to Florida will walk onto the Main Street at Walt Disney World where a candy street vendor will welcome them to the Magical Kingdom with information for all the family. They will hear Disney music in the background and will smell popcorn. Lee Haslett, director of sales trading at Virgin Holidays, comments: “We’re always looking for new and innovative ways to engage with our customers, and these changing rooms with a difference certainly do that.” The campaign is running across the following locations during January: Meadowhall, Sheffield; Bullring, Birmingham; Intu, Derby; Trafford Centre, Manchester; Intu Lakeside, Essex; Westfield White City, London.