Virgin Holidays' Live Ad Wins Campaign of the Year
With 56% of the final vote, Virgin Holidays’ live TV ad has beaten tough competition from Adidas and Channel 4 to take home the prize of ‘campaign of the year’, as voted for by Marketing Week readers.
The holiday company knocked out 15 other campaigns in three rounds of voting to claim the top spot.
Described as its “most ambitious brand launch” to date, the campaign featured 18 holiday destinations from Barbados to San Francisco and took the efforts of 90 production teams around the world to produce. The ad was designed to show “real people doing authentic things” to promote the company’s long-haul options and encourage people to #SeizeTheHoliday.
The campaign resulted in 16.9 million impressions from its promoted tweets and 838 web searches per minute at 8.20pm when it was broadcast live during the X Factor.
Taken from Marketing Week
Speaking when the advert was first broadcast, Adam Barnett, ITN Production's head of commercials, said: “We were delighted and extremely excited when AMV BBDO approached us with the creative. The challenge to create something live from multiple countries pushes the boundaries, with ITN Productions’ expertise in live and fast turnaround, both in terms of advertising and TV production, we were uniquely placed to make this hugely ambitious plan a reality. There are no other UK advertising production houses who can draw upon the connectivity, control room and gallery facilities like ITN’s. It’s been a fantastic challenge.”
