On 5th May the campaign will launch with a reverse front cover on The Sunday Times Colour Magazine – a first for the publication. Throughout the year advertorials, social media, advertising, competitions and events will run across The Times and The Sunday Times print and digital products as well as Times+.
News International’s Client and Solutions teams worked directly with Virgin Holidays as well as Manning Gottlieb OMD and creative agency M&C Saatchi.
The reverse front cover on The Sunday Times Colour Magazine will feature cool, inspiring images of holiday scenes and destinations. Readers will be encouraged to share how they rediscovered their mojo on holiday by submitting photos to Instagram and using #holidaymojo that will feature on a dedicated Tumblr site which will act as a hub of inspiration.
Andrew Shelton, Virgin Holidays’ Marketing Director commented: “News International’s titles provide us with the right audience, content and distribution for our new campaign. Right from the outset the team at News International worked in partnership with us to come up with a campaign that fits our brand and our customers, and their readers and users.”
Joe Doherty, Head of Travel for News International said: “We have worked closely with Virgin Holidays and their agencies to create exciting and engaging content to support their new ‘Unleash Your Mojo’ campaign. The content themes that will run across the campaign are relax, indulge, play and explore. Not only will readers be able to interact with the brand by uploading their own images, Times+ members will also be able to attend four exclusive Virgin Holidays events.”
Matt Thomas, Executive Director at Manning Gottlieb OMD: “It’s been great to work so closely with News International on this partnership. It provides a great opportunity to grandstand Virgin Holidays’ fabulous destinations and experiences delivers a new level of engagement with a valuable audience and offers the crucial aspect of longevity to the mix.”
