Virgin Holidays launches new Rockstar ad

by Alfie FEATHERSTONE on May 6, 2010

Virgin Holidays will launch a new campaign featuring its ‘Rockstar Service’ in order to highlight the company’s commitment to customer satisfaction. The campaigning will coincide with the travel firm’s existing strategy ‘Ask for the world’. The ad will target travellers seeking the best services for hotels, airports, and transfers.

Fictional US rock band, The Danke Schons, will showcase the premier services offered by Virgin Holidays. The fake rockers will be portrayed enjoying a Virgin Holiday package trip prior to the upcoming production of their third album.

Ads will run in print, television and outdoor formats. The campaign will also feature radio segments with legend Roger Daltry, frontman for The Who, voicing as the rock band’s lead singer. A Facebook page has been created for Danke Schons and the firm’s website will air a six-minute film with the band. The ad campaign kicks-off tomorrow and will run all summer.

Andrew Shelton, Virgin Holidays marketing director, has spearheaded the project, saying that the brand needed to showcase its stand-out reputation. Virgin Holidays had previously launched a TV campaign featuring popular singer Charlotte Church. The ads were dropped not long after their release.

Travel companies are becoming more involved in the marketing sector as various brands launch ads this year. TUI brands First Choice and Thomson both maintain a strong presence on TV, while Thomas Cook recently began a series of TV ads featuring Jamie and Louise Redknapp.

The ads have been deemed necessary since the industry has been hard hit by both the recession and the recent volcanic ash from Iceland. According to Mr Shelton, the recent six day airspace closure confirms the need to advertise impeccable customer service.

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