VIRGIN HOLIDAYS

The #DreamBigger Treehouse

Virgin Holidays – #DreamBigger Treehouse
Virgin Holidays – #DreamBigger Treehouse
Virgin Holidays – #DreamBigger Treehouse

THE PROBLEM

How do you catch the eye of consumers and drive bookings at the noisiest time of the year for the travel industry?

THE STRATEGY

Inspire, Empower and Encourage – disrupt consumers and encourage them to Dream Bigger.

THE IDEA

The Virgin #DreamBigger Treehouse – a 35-foot high luxury treehouse built on London’s Southbank and modelled on the treehouse accommodation in South Africa available from Virgin Holidays’ new ‘Wonderlist’ product.

As well as taking care of the build we created a social teaser, ran a preview media event as well as developed and pitched feature articles to target specific audiences.

We also ran a public competition to win an overnight stay at the treehouse and invited selected digital influencers to spend a night, working with them to develop their own channel specific content.

BUSINESS IMPACT

725

People ‘interacted’ with the Virgin Treehouse experience

617%

Increase in Wonderlist sales the following month – February

319%

Increase of Wonderlist sales in January

Travel Marketing Awards

Best PR Tactical (Silver)

MEDIA IMPACT

50

Journalists attended preview media event at the experience

117

Pieces of UK coverage generated in one week, including features in London Evening Standard, Metro, This Morning, Telegraph Online

95%

Of media articles covered at least one of our key messages

92%

Positive message penetration

SOCIAL IMPACT

3,000+

Earned Twitter mentions

400,000

New Facebook followers
150%
Growth across Twitter

2,500

Earned Instagram posts

CLIENT TESTIMONIAL

  • We could not think of a better agency partner than M&C Saatchi PR to bring a campaign such as this to life – it was a truly integrated blend of experiential, consumer PR, social media and content that drew on teams across the agency. It was a phenomenally successful activation that drove brand-fame, but more importantly had a direct commercial impact allowing us to beat sales targets by 400%. The campaign has been so successful that it altered our overall approach to communications – we intend to do more integrated ‘earned’ activations like this in the future.

    – Kelly Grindle, Virgin Holidays PR Lead, Virgin Atlantic
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