London, 9th March 2017
We’re pleased to announce that our #LoseTheLabels campaign for Virgin Holidays has been listed in The British LGBT Awards’ Top 10 Marketing Campaigns.
#LoseTheLabels was a campaign we all felt incredibly passionate about, so it’s very rewarding to see it being recognised by the LGBT community. It was great working with the team at Virgin Holidays who were as excited as we were by the opportunity to use the sponsorship of the Attitude Awards for more than simply brand awareness. The ambition with any sponsorship should be to take it further than simply a logo on a branding board, and this piece of work with Virgin Holidays is a great example of seizing the opportunity to communicate what they stand for.”
– Emily Young, Associate Director, M&C Saatchi PR.
Working alongside Virgin Holidays and Richard Branson in 2016, we used their sponsorship of the Attitude Awards as a platform to announce a three-year plan which will see Virgin Holidays become one of the most inclusive and LGBT-friendly travel and tourism companies in the UK.
After conducting research into the LGBT travel community, we identified that one in three British LGBT travellers experience some form of discrimination abroad, and a shocking 80% of the community don’t feel the travel industry does enough to prepare them for local laws. In response, Virgin Holidays launched the #LoseTheLabels campaign. As love has no labels, neither should travel.
Encouraging everyone to ‘#LoseTheLabels’ in travel, we kicked off the campaign with a video of Virgin Holidays’ LGBT staff revealing their stories. Empowering the staff and consumers to speak openly about discrimination, the video set the tone for the long term comms strategy we crafted for Virgin Holidays to raise awareness and make travelling easier for the LGBT community. Alongside an official report into the scale of discrimination, we amplified this powerful initiative at The Attitude Awards engaging over 250 key influencers, media and celebrities (including Alan Carr, Graham Norton and Wentworth Miller).
The next stage of Virgin Holidays commitment to this important issue is a LGBT equalities conference in conjunction with international tourism partners, encouraging partners in conservative travel to adopt more LGBT-friendly policies.
Below: Celebrities show their support for LGBT Equality in Travel.
For more information on The British LGBT Awards see here: http://britishlgbtawards.com/top-10s/top-10-brand-or-marketing-campaigns/.