Ahoy sailors! Launching Virgin Voyages with the “Wooooooowww best Friday night ever!”

Client: Virgin Voyages

Challenged to launch Virgin Voyages and their ship ‘Valiant Lady’ with a highly differentiated proposition from the well-established cruise market (where the average traveller age is 66). We wanted to attract a younger audience, tapping into post-pandemic demand for live events.

In antithesis of the category (75% investment into TV and print) we partnered with Capital Radio, assembling a line-up of performances from BRIT Award nominee Tom Grennan, superstar DJ Diplo, Capital DJ Mistaman, Camden Cox, James Hype and Ella Henderson, and filled the ship with Capital listeners for one night.

Announced on the Capital Breakfast show and for 2 weeks across Capital we gave 11m+ listeners the chance to win their way into the party.

The event was broadcast live on Capital Breakfast from the Valiant Lady: -Uber Boats took people to the event and Heineken took over Voyage Vinyl onboard the ship -Social content reached over 4m people. -Brand Tailored Adverts ran across the Capital ecosystem driving bookings

The activity delivered an incredible ROI of £5.80 for every pound spent, whilst cost per shopper decreased by 69% and cost per booking decreased by 89%. -Brand perception spiked; awareness increased +13pp, consideration increased +2pp; buzz increased +2pp