Lida has continued its impressive form in new business by landing the Virgin Holidays direct marketing account – estimated to be worth £5m – in a final pitch against AIS London.
The marketing strategy, which was previously held by Elvis, has focused on the ‘Rockstar’ proposition, which includes a V-Room, Concierge and Check-in Chill-out at London Gatwick and Manchester, as well as other benefits.
The appointment of Lida strengthens the grip of the M&C Saatchi Group on the Virgin Holidays’ business. The main advertising agency was appointed to the ad account earlier this year.
Formed in 1985, a year after the launch of Virgin Atlantic Airways, the company initially sold seats on Virgin Atlantic routes to New York, Miami and Orlando. It has grown to become one of the largest and most successful long-haul scheduled tour operators in the UK.
It now offers holidays worldwide with destinations including the US and Canada, the Caribbean, Africa, the Middle East, India, the Indian Ocean, the Far East, Australia and the South Pacific. In addition, the company has an established ski programme, “Virgin Snow”, a specialist cruise division, “Virgin Holidays Cruises” and “Worldwide Journeys” touring holidays.
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