The #DreamBigger Treehouse
How do you catch the eye of consumers and drive bookings at the noisiest time of the year for the travel industry?
Inspire, Empower and Encourage – disrupt consumers and encourage them to Dream Bigger.
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.
People ‘interacted’ with the Virgin Treehouse experience
Increase in Wonderlist sales the following month – February
Increase of Wonderlist sales in January
Travel Marketing Awards
Best PR Tactical (Silver)
Journalists attended preview media event at the experience
Pieces of UK coverage generated in one week, including features in London Evening Standard, Metro, This Morning, Telegraph Online
Of media articles covered at least one of our key messages
Positive message penetration
Earned Twitter mentions
New Facebook followers
Growth across Twitter
Earned Instagram posts
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.