Virgin Red has appointed brand engagement specialists Glow London
as its lead creative agency. Glow is partnering with creative agency Truant London
to lead the strategic creative elements of Virgin’s new rewards club that has recently launched on an exclusive, invitation-only basis.
The account, which is worth £3million in UK media billings, was awarded to Glow after a four-way competitive pitch against a number of network agencies.
Virgin Red is the red thread that connects the Virgin family and celebrates its members for living a life more Virgin – giving them exclusive access to rewards from the Virgin Group and beyond. Virgin Red makes it easy for members to earn and spend Virgin Points – the universal Virgin currency that never expires, which was launched in September 2020. Virgin Red also makes it easy for members to support local communities, charities and the environment.
Virgin Red initially launched on an invitation-only basis but will soon evolve into a bigger, better rewards club fit for the future, where people do not need an invitation to join. It will be home to rewards with partners from across the Virgin family, plus many more.
Lee McGuffie, Virgin Red’s marketing and digital director, said: "Glow London were appointed after demonstrating a bold, provocative and single-minded approach in the pitch. The Glow team is not only a joy to work with, but is steeped in Virgin history and really understands the challenge of launching a new rewards club.”
Glow's founder (and former Eurostar marketing director) Emma Harris, commented: "We are absolutely delighted to be working with Virgin Red on this exciting project. Winning this contract is evidence that clients are looking for more nimble agencies who will help wrap themselves around them to become an extension of their team.”
Truant’s co-founder and creative partner, Simon Labbett, added: “Virgin’s values sit perfectly with us because we both like to pride ourselves on challenging convention. It’s great to be throwing ourselves back into Virgin again. Between Emma and I, we’ve worked out that, with the exception of Galactic, there’s not a Virgin brand we’ve not previously worked on. And now we get the chance to work with the group on one of their most innovative projects yet.”