Virgin Money

Virgin Money Gatwick Experiential Takeover

The Details

Virgin Money carried out a 'takeover' of the Gatwick Airport South Terminal departure lounge aiming to raise awareness of their travel insurance offer and give travellers a fun experience to kick off their holiday – plus a last-minute opportunity to buy holiday insurance.

  • The messaging highlighted that they cover over 80 adventure sports
  • To generate on-the-day sales they promoted an exclusive 20% off discount offer
  • Travellers took part in a green screen adventure choosing from one of five sports, including surfing and snorkelling, and the experience was captured on film
  • They sent travellers an email with a link to their film that they were able to share with their friends using social media. The email also promoted 20% off Virgin Money Travel Insurance and a free Amazon Kindle download
  • A follow-up email was sent on their return from their holiday also promoting 20% off Virgin Money Travel Insurance

The Outcome

Travellers who visited the stand grew steadily over the campaign, with weeks 6 and 7 seeing the most film creations, driven by the high footfall summer holiday period.

  • 48% email open rate
  • 19,500 visitors
  • 3,500 films
  • 244 people shared their film on Facebook
  • 45,000 'friends' saw a film
  • 88% rated their experience as excellent!

Testimonials

"What a fantastic idea. The kids are all so excited after doing this experience. Starting our holiday on a high."

"I didn’t realise Virgin Insurance was so reasonably priced."

"I didn’t realise Virgin did travel insurance."

"I already have annual insurance with my bank. But I will have a look at the offer of 20% discount code. My annual insurance is due for renewal soon."

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