How Virgin Holidays teamed up with The Telegraph to create an innovative ad on the front cover of Stella magazine, aimed at demonstrating the benefits of multi-destination holidays.

1. Executive
Summary
Virgin
Holidays
‘Unleash
your
Mojo’
message
launched
in
2012
and
in
July
we
were
briefed
to
come
up
with
a
new
creative
iteration
for
this.
The
specific
challenge
was
to
push
their
Multi-­‐
Centre
holidays,
something
they
had
difficulty
promoting
previously
because
they
struggled
to
demonstrate
what
this
actually
was.
It
was
fundamental
this
campaign
educated
and
created
understanding
of
the
offering.
Working
closely
with
Telegraph
Media
Group,
a
media
first
was
created
in
the
form
of
a
box
on
the
front
cover
of
Stella
magazine.
This
was
bold,
impactful,
engaging
and
showcased
the
benefits
of
these
holidays
in
a
fun
and
innovative
way.
This
showed
that
newsbrands
and
print,
now
more
than
ever,
can
achieve
something
no
other
medium
can.
Best
Newspaper
Campaign
Background
&
Objectives
Virgin
Holidays
Multi-­‐Centre
combine
two
or
more
destinations
into
one
inspiring
and
exciting
trip,
which
allows
consumers
to
create
their
ultimate
dream
holiday.
Rather
than
forcing
holiday
makers
to
choose
between
7
days
in
the
Big
Apple
or
3
nights
in
Sin
City
a
Multi-­‐Centre
holiday
offers
both,
which
gives
consumers
more
experiences,
more
destinations
and
an
all-­‐round
better
holiday.
This
was
an
area
of
the
business
they
had
not
previously
pushed
mostly
because
they
struggled
to
find
a
way
to
demonstrate
and
explain
what
it
actually
is.
Our
main
objective
for
this
campaign
was
to
clearly
demonstrate
the
benefits
of
Multi-­‐Centre
holidays
and
highlight
their
appeal
with
the
planning
priorities
of
Education
and
Understanding.
We
needed
to
inform
and
engage
consumers
in
an
innovative
way
to
ensure
the
varied
and
flexible
nature
of
Multi-­‐Centre
was
communicated
effectively
and
recognised
as
market
leading.
Furthermore
we
really
needed
to
showcase
the
‘More’
message
in
that
through
booking
a
Multi-­‐
Centre
holiday
with
Virgin
consumers
will
experience
more
(destinations/experience/fun)
than
they
could
on
any
other
holiday.
We
needed
to
think
outside
of
the
box
from
our
normal
frequency
driving
formats
in
newsbrands
and
find
a
way
to
physically
show
that
Multi-­‐Centre
has
so
much
more
to
offer.
Insight
Visiting
two
or
more
destinations
in
one
holiday
is
not
a
new
phenomenon
nor
is
it
unique,
with
competitive
tour
operators
such
as
Kuoni
and
airlines
such
as
British
Airways
all
offering
tailor
made
multiple
destination
holidays.
The
market
is
cluttered
and
this
meant
consumers
were
struggling
to
understand
what
Virgin
Holidays
offering
was
(because
it
hadn’t
been
pushed
before)
let
alone
recognising
that
it
is
bigger,
better
and
more
varied
than
the
rest
of
the
packages
available.
If
we
wanted
to
achieve
stand
out
and
cut
through
in
this
market
we
needed
to
be
bold,
impactful
and
engage
readers
of
why
a
Virgin
Multi-­‐Centre
holiday
can
give
them
so
much
more.
Results
from
the
‘Touching
is
Believing’
research
carried
out
by
Newsworks,
PHD
and
UCL
showed
that
creative
which
encourages
people
to
touch
an
advert
produces
stronger
brand
impressions,
meaning
the
physical
nature
of
print
was
the
perfect
environment
to
launch
this
campaign.
If
we
could
produce
a
format
that
readers
could
tangibly
interact
with,
we
could
increase
perceptions
and
intent
towards
Multi-­‐Centre
which
Virgin
Holidays
were
struggling
to
achieve.

2. The
key
audience
we
wanted
to
reach
was
‘Silver
Backpackers’
who
are
ABC1
36-­‐66,
which
is
seamlessly
suited
to
the
quality
press
market.
We
wanted
to
take
advantage
of
the
glossy
supplement
environment
and
Stella
was
a
perfect
fit
for
this
indexing
at
253
for
this
audience.
Working
closely
with
Telegraph
Media
group
and
using
the
creative
expertise
of
M&C
Saatchi
we
put
a
plan
of
action
together
to
create
something
that
was
innovative,
bold
and
which
showcased
and
demonstrated
the
versatility
of
Multi-­‐Centre
and
the
benefits
it
offers.
Plan
A
media
first
was
created
in
the
shape
of
a
high
impact
un-­‐folding/re
folding
extravaganza
on
the
front
cover
of
Stella,
which
opened
and
closed
in
the
same
way
as
a
box.
This
ran
on
the
23rd
August
to
launch
the
most
recent
phase
of
their
Unleash
your
Mojo
campaign,
with
a
TV
and
national
press
display
campaign
following
behind.
The
box
demonstrates
the
imagination
and
forward
thinking
of
the
national
press
market
where
new
formats
are
constantly
being
thought
of
and
implemented
in
response
to
ever
more
challenging
and
difficult
briefs.
As
Stella
Magazine
approaches
its
10th
birthday
it
showcases
the
boundaries
are
more
limitless
than
ever
and
that
brands
are
still
able
to
be
unique
and
stand
out
from
their
competitors.
Opening
as
a
set
of
barn
doors
on
the
front
cover
readers
can
see
two
options
of
destinations
they
can
choose
from.
They
can
then
lift
the
top
and
bottom
flaps
to
reveal
two
further
destinations
on
either
side
showcasing
the
choice
and
versatility
you
get
when
booking
with
Multi-­‐Centre
by
building
and
un-­‐building
the
creative.
By
allowing
readers
to
open
and
close
the
creative
this
format
clearly
demonstrated
versatility
and
choice
–
exactly
what
Virgin
Holidays
had
struggled
with
previously.
Furthermore
by
stepping
away
from
our
traditional
fractional
formats
in
press
and
using
it
innovatively
we
achieved
the
cut
through,
impact
and
standout
that
none
of
the
other
tour
operators
or
airlines
have
offered
in
this
field
previously.
The
box
format
allowed
for
strong
engagement
and
interactivity
for
readers
to
build
a
bespoke
holiday
made
of
36
options
on
this
front
cover
alone,
which
clearly
and
effectively
showcased
the
array
of
options
consumers
have
when
booking
through
Multi-­‐Centre.
Results
This
was
a
bold
piece
of
activity
for
Virgin
Holidays
whose
campaigns
are
typically
funded
by
third
parties,
which
means
their
budgets
can
be
tight
in
order
to
drive
sales.
The
brief
for
Multi-­‐Centre
was
to
educate
and
drive
awareness
and
this
format
achieved
this
perfectly,
which
was
why
the
client
was
brave
enough
to
sign
this
off.
We
needed
to
inform
readers
what
Multi-­‐Centre
is,
the
offers
available
and
physically
show
that
they
offer
more.
The
fact
readers
could
engage,
interact
and
build
their
bespoke
holiday
meant
this
format
answered
the
objectives
Virgin
Holidays
set
in
the
brief.
The
response
to
the
box
was
so
good
internally
at
Virgin
Holidays,
for
the
January
2016
campaign,
which
is
always
the
biggest
of
the
year,
we
have
been
challenged
to
push
the
boundaries
again
with
further
innovations.
This
demonstrates
that
harnessing
the
strength
of
newsbrands,
and
literally
thinking
outside
of
the
‘box’,
leads
to
all
round
stronger
and
successful
campaigns.
Client
Quote
“I
am
absolutely
delighted
to
have
been
involved
in
the
creating
‘The
Box’
insertion
in
Stella
Magazine
with
Manning
Gottlieb
OMD.
As
this
was
an
industry
first
format,
it
was
such
an
exciting

3. piece
of
activity
to
launch
one
of
our
biggest
campaigns
of
the
year.
This
innovative
format
helped
us
to
showcase
our
Multi-­‐Centre
holiday
offering
in
an
engaging
and
impactful
way,
never
done
before
by
Stella
magazine.
It
was
well
received
around
the
business
and
an
excellent
piece
of
communication
that
we
are
all
proud
of”.
Sarah
Winter,
Marketing
Communications
Executive