Holiday for real

23.09.2016 Virgin : Live-streamers Tribes : Advertising
Say hello to the world by Virgin Holidays

Global – Virgin Holidays has created its first live streamed travel ad.

  • The video content was live streamed from 18 international locations
  • More than 90 production crew members filmed simultaneously in locations such as Hawaii and San Francisco

Directed by Simon Ratigan, Virgin Holidays’ live streamed ad featured 18 well-known locations from around the world. The company staged a range of activities, from surfing in Hawaii to snorkelling in Barbados, which were edited together to create a 60-second commercial.

The brand produced the ad, along with its Seize the Holiday tagline, to encourage holidaymakers who usually stay in Europe or the UK to venture further afield. Virgin Holidays hopes it will feed into a post-Brexit vote sentiment of financial uncertainty by encouraging people to spend their money on a holiday to remember rather than the holiday they already know.

‘We really want to take it away from the celebrity ether and root it in real people doing authentic things on holiday,’ Claire Cronin, vice-president of customer and marketing, told Marketing Week. ‘We are encouraging [people] to take the holiday they really want to have.’

The Big Picture

A new breed of consumers is emerging, the Live Streamers, who are eager to share their lives in 3D through apps such as Periscope.