Challenge
As a relatively new entrant into the ‘gift experience’ market, Virgin needed to make an impact in the run up to Christmas to capitalise on this growing consumer market. It was key that we identified consumer touchpoints and generated a strong call to action in order to tackle competitors such as Red Letter Days head-on.
Solution
With a limited marketing budget, Communiqué360 created a communications strategy that focused on delivering the brand message at various touchpoints in our model consumer’s life. We developed an integrated communications plan in order to position Virgin as brand leaders in the category. A range of ‘through the line’ marketing materials was developed, from Tube cards to a highly successful viral campaign. Communiqué 360 managed the implementation of this through all media channels.
Results
Within three months sales had exceeded targets to reach £1.2 million worth of Virgin experiences sold nationwide.