Millennial, Gen-X Parent Opps: Virgin Voyages promotes kid-free vacations in new campaign (Score 44)
Virgin Voyages (VV) just dropped a new campaign promising parents a kid-free vacation. "No Kids On the Ocean" was made by Special US. Sellers should get in touch sooner rather than later to secure last-minute ad dollars, especially those able to offer high-ROI among parents.
iSpot reports that VV returned to national TV advertising earlier in 2022; so far this year, the brand has spent approximately $10.5m on commercials. VV's 2022 commercials have aired during shows such as The First 48, Guy's Grocery Games, NBA Basketball, Diners, Drive-Ins and Dives and Chopped.
Per Pathmatics, parent company Virgin Atlantic Airways has allocated roughly $11.2k toward digital ads YTD, only around half of the roughly $21.9k it had allocated by this point last year. In 2021, the company's estimated full-year spend of $317k reached almost 4x that of $84.2k in 2020. So far this year, the company has earned ~1.9m digital impressions via Twitter (99%) and Facebook (1%) ads.
As you can tell, TV spend is rising while digital spend is dropping. This isn't a huge shock considering VV tends to target millennials and Gen-X more than Gen-Z. Hopefully, digital spend will pick back up soon; in the meantime, sellers should contact to offer high-ROI strategies among millennial and Gen-X parents. According to Kantar data, Virgin Atlantic Airways also invests in OOH.
Agency & martech readers - We are working hard to determine whether VV is working with Special US on a project-by-project or AOR basis, and we will certainly let you know what we find. The brand appointed media AOR OMD earlier this year, so you may have a shot at PR, social media management and/or digital analytics work. You may also be able to secure project-based creative work. Winmo states FIG is Virgin Atlantic's creative agency partner; Virgin Atlantic also receives assistance on "special projects" from Markham & Stein.