Red alert

After a soft launch in 2015, Virgin is unveiling its new cross-business loyalty app Virgin Red. From next month customers will be able to transfer points across 17 Virgin brands, including leisure, travel and entertainment.

Virgin says the success of Red will depend on whether it can create an eco-system of offers and entertainment, and points will be reset monthly to keep customers coming back. The scheme will be launched with an international treasure hunt led by enigmatic CEO Richard Branson.

In the V Marks the Spot campaign, developed with agency Mr. President, more than a million coins will be hidden in various physical and digital locations and can be exchanged for prizes and offers. The most successful hunters will be invited to Branson’s retreat on Necker Island to take part in a real-life treasure hunt.