Virgin Holidays poaches from BA for marketing director
LONDON - Virgin Holidays has appointed British Airways marketer Andrew Shelton as the new director of marketing for the travel specialist as the firm expands its direct marketing activity.
With more than 11 years' experience in the travel industry, Shelton joins Virgin Holidays from BA, where he worked as senior manager for leisure and digital marketing, reporting to Jayne O'Brien, head of brands and marketing communications at the airline.
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Shelton said: "This is a very exciting time for marketing at Virgin Holidays as our CRM, database marketing and insight initiatives have expanded to help us further understand our customers and their needs.
"Virgin Holidays is one of the most highly regarded travel companies in the UK, and I am excited about my role working with such a dynamic brand."
Virgin Holidays marketing initiatives and insight have grown over the past two years with the addition of new CRM and database teams.
Earlier this month, the travel company launched a campaign to raise awareness of its holidays in the US and Caribbean and to drive sales and brochure requests for next year.
The "Get more" campaign was devised by Kitcatt Nohr Alexander Shaw and its sister digital agency Underwired. It included outdoor posters in major UK cities, national radio and online ads, email communications and direct mailings to new and existing customers.
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Shelton: heading marketing at Virgin Holidays
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