As part of the “Unleash your Mojo” campaign spearheaded by M&C Saatchi and Lida, Virgin Holidays will be launching a new ad campaign this summer geared towards Caribbean holidays and the unique experiences they have to offer. The campaign takes the form of a series of digital videos, each of which represent a different Caribbean island, each of which Virgin Holidays offer as potential summer holiday destinations. In each video, a jovial, informative barman takes viewers through a list of all the exciting activities each island has to offer, whilst creating a unique cocktail.
The campaign takes the form of a series of digital videos, each of which represent a different Caribbean island as an informative barman takes viewers through a list of all the exciting activities each island has to offer
In the “Jamaica” video, for example, he's seen knocking up a “Planter's Punch” whilst telling viewers about the island's glorious beaches and nightlife, and in the “Cuba” video he mixes up a Mojito whilst letting us in on the island's famous vintage 1950's taxi cabs and exotic salsa dancing. Alongside the digital videos, M&C Saatchi and Lida will be running retail point-of-sale, online banner ads and regional outdoor activity, all of which will play into the “Mojo” theme.
A still from the “Jamaican Mojo” spot
Aoife McDonald, the media marketing manager for Virgin Holidays, believes that “A good holiday should make you feel great,” but that “Only a Virgin Holiday transforms you and gives you back your mojo.” She admits that this sentiment is more than a little vague and that it means something different for everyone, but stresses that the new campaign “Encapsulates that sentiment perfectly by highlighting the variety of experiences, the cocktail of ingredients,” which Virgin Holidays can offer to those seeking a taste of the Caribbean. She says the campaign infers that “Whatever the blend of your mojo, (Virgin Holidays) can give it to you.”
“A good holiday should make you feel great, but only a Virgin Holiday transforms you and gives you back your mojo.” Aoife McDonald, media marketing manager for Virgin Holidays
M&C Saatchi's Elspeth Lynn, meanwhile, says that this latest chapter in the “Mojo” campaign, “continues to set Virgin Holidays firmly apart from its competitors.” She thinks that the videos express “Virgin’s unique personality,” and thinks the campaign as a whole is a “Wonderful example of the integrated work (the agency) can create when the Group comes together over a shared campaign.” She joked that the only thing left for her to do was to decide if she fancied “A Grand Margarita from Mexico or a Rum Runner from Barbados!”
A Taste of Jamaica
A Taste of Cuba
A Taste of Mexico
Official Virgin Holidays Website
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He's never been to the Caribbean, but he does enjoy a nice mojito from time to time.
