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Issue 8 | September 2008
‘I want the world’ is the brand rallying cry for Virgin Holidays. For the next step of the media neutral campaign, Elvis had to enhance the brand idea through direct marketing. The mail piece had to bridge the gap from big brand message to direct response with a price focus, enticing customers to book early for their summer holidays by featuring value for money prices. It had to be a hard-working piece to drive sales. But it also had to be entertaining and actively encourage a healthy diva-like nature.