Campaign Purpose
The packaged holiday market in the UK was struggling. The sector had been turned upside down through aggregators and reviews and the role of a travel agent was under threat. This had split the market-into the luxury personalized and the value offerings. Virgin Holidays was firmly in the middle-not big enough to offer value but too big to only serve a niche market.
They attempted to fight As a 'middleman' package holiday operator, they had fallen into the trap of competing on offers with much bigger travel groups such as Tui and Thomas Cook - a battle they...