Virgin Holidays send wolf-whistling email for Valentine's Day campaign

Virgin Holidays: rolls out Valentine-themed campaign
Virgin Holidays: rolls out Valentine-themed campaign

Virgin Holidays is sending customers an email that wolf whistles when opened as part of a tactical direct mail campaign around Valentine's Day.

Starting today, Virgin Holidays will begin sending customers an email that, when opened, plays a wolf whistle sound.

The email details offers on holidays to the US and the Caribbean and is written in flirty language. For instance, the subject of the email is "we want to proposition you". The idea is that customers can book holidays and surprise their partner – or just treat themselves – with it as a Valentine’s Day gift.

Lida created the work, which fits in with Virgin Holidays’ existing "unleash your Mojo" campaign, which has also included TV spots. The latest work was written by Michael Poole and art directed by Alan Mackie.

Nicky Bullard, the executive creative director at Lida, said: "It’s really hard to be disruptive with email. But this will be the first time an email has wolf whistled at you, turning up your mojo dial on one of the most mojo-enhancing days of the year."

Virgin Holidays was criticised by skin cancer campaigners last month (January 2014) for print ads, created by M&C Saatchi, which showed people with oddly-shaped tan lines.

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media
  • Head of Planning Competitive Salary, negotiable for the right candidate Accord Group Limited, Central London WC1A
  • CRM - Campaign Manager £32,000 - £38,000 PLUS bonus & company benefits Comparethemarket.com, Peterborough, Cambridgeshire
  • Partnerships Manager £30,000 - £55,000 PLUS bonus & company benefits Comparethemarket.com, Peterborough, Cambridgeshire

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners