The M&C Saatchi Group is launching its latest integrated January sale campaign for Virgin Holidays, telling holiday goers to ‘Flaunt it.’ The campaign features people who can’t contain their mojo in on a Virgin Holiday, and so flaunt how amazing it makes them feel.

The campaign, created by M&C Saatchi, with media planned by MGOMD, is running across TV, outdoor, online and below the line, with the first TV ad breaking on Christmas day. The TV ad depicts Colin, 59, a retired hairdresser, flaunting it as he comes out of the sea with a confident, effortless mermaid hair flick.

Six press executions show normal holiday scenarios getting the ‘Flaunt It’ treatment, including riding through the States in a Cadillac, dancing like no one’s watching in the Caribbean and frolicking on a golden sun-kissed beach. There are also two digital executions which transform from humdrum banner ads, into glossy Virgin Holiday banners as the subjects depicted flaunt their holiday mojo.

Aoife McDonald, Advertising and Media Marketing Manager at Virgin Holidays, said: “Flaunt It is all about celebrating how amazing you’ll feel when you travel with Virgin Holidays. Whoever you are, on a Virgin Holiday, you’ll get back to being your very best. The campaign executions are witty, vibrant and colourful – just the thing to cut through the January blues!”

Elspeth Lynn, Executive Creative Director at M&C Saatchi, said: “The January sale market is cluttered with lots of holiday companies pushing images of enticing destinations in attempts to lure customers in. Virgin Holidays needed to cut through this, using the power of its cheeky, sassy, challenger brand status to stand out and drive sales. We set out to make the Virgin Holidays 2015 January Sale the best and most engaging to date by avoiding the sun-kissed, beautiful folk usually plastered across your average travel ad.”