The campaign focused on the adventures of the ‘Danke Schöns’, our fictional rock band who mistakenly believe they are being treated as VIPs. It communicated Virgin Holidays’ ‘Ask For the World’ belief: that all its customers can be assured of intuitive, imaginative and out-of-the-ordinary service every time they travel. The various Virgin Holidays perks crop up throughout the integrated campaign in different ways.

The TV ads are a combination of music video and tour footage, as we follow the band around the world.In press, outdoor and social media we showed shots of the band experiencing the fantastic service for themselves. The radio copy was typically Virgin – intelligent irreverence with a good sense of fun and a tongue-in-cheek tone narrated by Rodger Daltrey in a rock star drawl.In addition, online, DM and email used rock star cues to communicate worldwide offers at great prices.

TV was used to inspire and excite our target audiences, with a programming strategy focused around inspirational programming.Research had shown that Radio was the best place to highlight added value services so this is where we showcased our magic touches (service benefits).

Online featured destinations and prices and was timed to build on awareness and interest raised from the broadcast channels and convert this into immediate cost effective sales.

For press and out of home media we used a dominate approach focusing on London Underground stations to target commuters using 6 sheets .

Direct mail and email were used to target prospects, enquirers and previous bookers to drive conversion to booking with targeting based on past enquiry and booking data.Finally we used social media to make the band feel more real and exciting, through getting consumers to engage with them on facebook and twitter.

The Rockstar Service campaign has driven a year-on-year volume increase in overall bookings of 4%, with an unexpected 3% growth in Florida bookings and 2% increase in bookings from our core audience groups.

In total the integrated campaign achieved an ROI of 3.1:1 against a target of 3:1. Brand tracking, meanwhile, shows Virgin trumping rivals as a destination for worldwide holidays, and beginning to edge ahead on key measures that reflect its more premium positioning. Millward Brown results showed that this brand campaign created more talkability than the previous campaign with 60% of people saying they enjoyed the TV ads compared with 51% on the previous brand campaign.