Virgin Holidays is tapping into Valentine’s Day by launching what it claims is the first sensory email campaign to wolf whistle when opened.
The email, devised by Lida, offers holidaymakers deals to the US and the Caribbean for Valentine’s Day as part of the brand’s “Unleash your Mojo” campaign, launched last year.
The subject of the email states: “We want to proposition you” followed by the headline: “This probably won’t be the first offer you get this Valentine’s.”
Written in a tongue-in-cheek style, the body copy goes on “…we can’t resist making you a romantic offer (or should we say offers). Well you are irresistible. And honestly, the thought of you somewhere exotic, well let’s just say we can hear the wolf whistles from here.”
Virgin Holidays CRM marketing manager Zoe Goulding said: “The wolf whistle campaign is an industry first. It’s cheeky, irreverent and great fun. And Valentine’s Day is the perfect time to unleash it.”
Lida creative director Nicky Bullard added: “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.”
Related stories
Lida lands Virgin Holidays account
Fox completes Lida senior team
Lida scoops Land Rover CRM task
Lida gains boost M&C revenues
Lida tie sees M&C net Boots digital
M&C hails ‘star performer’ Lida