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Virgin Holidays: The #DreamBigger Treehouse

THE PROBLEM

How do you catch the eye of consumers and drive bookings at the noisiest time of the year for the travel industry?

THE STRATEGY

Inspire, Empower and Encourage – disrupt consumers and encourage them to Dream Bigger.

THE IDEA

The Virgin #DreamBigger Treehouse – a 35-foot high luxury treehouse built on London’s Southbank and modelled on the treehouse accommodation in South Africa available from Virgin Holidays’ new ‘Wonderlist’ product.

As well as taking care of the build we created a social teaser, ran a preview media event as well as developed and pitched feature articles to target specific audiences.

We also ran a public competition to win an overnight stay at the treehouse and invited selected digital influencers to spend a night, working with them to develop their own channel specific content.

Social Impact

2.1M online content views
12.4M total social reach, smashing target by 4.4M
3.5K competition entries target 500)

Media Impact

Media Impact
50 journalists attended preview media event at the experience
117 pieces of UK coverage generated in one week, including features in London Evening Standard, Metro, This Morning, Telegraph Online
95% of media articles covered at least one of our key messages
92% positive message penetration

Business Impact

Business Impact
725 people 'interacted' with the Virgin Treehouse experience
617% increase in Wonderlist sales the following month
319% increase of Wonderlist sales in January