M&C Saatchi & LIDA Unleash Caribbean Mojo for Virgin Holidays

Virgin Holidays will be revealing a series of online videos as part of a social media campaign to launch its summer campaign entitled: “The Caribbean has got it covered.” The work – created by M&C Saatchi and LIDA – aims to demonstrate the breadth of the Caribbean’s appeal by showcasing the variety of experiences on offer.

The creative proposition is in line with the brand’s award-winning ‘Unleash your Mojo’ campaign, also created by M&C Saatchi and LIDA, and launched last year. Rolling out this week, each video represents a different Caribbean island and reinforces that whatever your ‘Mojo’ needs, “The Caribbean has got it covered.” The idea is to give viewers richer information about each destination.

The digital spots show a Caribbean cocktail slinger, who has a special cocktail recipe for each destination. As he mixes them up, he talks about all the amazing things you can expect from each place.  The call to action at the end of each video is to visit www.virginholidays.co.uk/unleashed to find out more about those specific destinations.

Supporting below the line activity comprises a number of executions, including retail POS, CRM, online banners and regional OOH. The playful language and imagery across all creative is presented in a tongue-in-cheek, Virgin Holidays – esque style.  The copy asks consumers what type of holiday-goer they are, for example: “Action Hero or Heat Seeker?” “Tropical Trekker or Romance-O-Holic?”  Whatever type of holiday-goer you are, Virgin Holidays assures consumers – with its end tagline: “Whatever you want to be on holiday, the Caribbean has it covered.” 

Nicky Bullard, Executive Creative Director of LIDA, added: “The creative is original and lands the brand message that on a Virgin Holiday you become the most envy-inspiriting, funny and firing on all cylinders version of you.”

Elspeth Lynn, Executive Creative Director of M&C Saatchi Group, commented: “This next chapter in the ‘Unleash Your Mojo’ campaign continues to set Virgin Holidays firmly apart from its competitors. The videos expresses Virgin’s unique personality and it is a wonderful example of the integrated work we can create when the Group comes together over a shared campaign. Now to decide if I’d like a Grand Margarita from Mexico or a Rum Runner from Barbados!”

Aoife McDonald, Media Marketing Manager at Virgin Holidays, said: “A good holiday should make you feel great, but only a Virgin Holiday transforms you – gives you back your mojo. What that means is different for everyone. This campaign encapsulates that sentiment perfectly by highlighting the variety of experiences, the cocktail of ingredients, which we can offer when people travel with us. Whatever the blend of your mojo, this campaign says we can give it to you.