Case Studies - Virgin Holidays Nationwide Store Awareness Hand to Hand Leaflet Distribution Campaign

Client: Virgin Holidays

Brand: Virgin Holidays

Campaign: Nationwide Store Awareness Hand to Hand Leaflet Distribution Campaign

Brief:

• To increase awareness and drive sales for Virgin Holidays, through the execution of a leaflet distribution campaign, targeting the general public in high footfall shopping areas close to 46 stores, across the UK.

Campaign Description:

• Link Communication provided high calibre promotional staff to distribute leaflets hand to hand, either in front of or close to the newly launched concessions in Debenhams & House of Fraser in various cities around the UK, primarily targeting adults who may be interested in purchasing a Virgin Holiday.
• The activity took place over every weekend in January to capitalise on shopping peak times and achieve maximum audience reach.
• The staff located themselves within the busiest areas of the store entrance, store foyer, high street and store doorways.

Branding:

• The teams were kitted in bright red, branded jackets, with Virgin Holidays logos. These looked very smart and stylish, and gave instant credibility for the Virgin Holidays brand.
• The branded uniforms helped increase the overall impact of the campaign, and also helped ease interactions with members of the public.

Results:

• Throughout the campaign almost all recipients were happy to accept and retain a leaflet.
• Of approximately 80% of recipients who took a leaflet, more than 75% were also happy to hear the summary information about the new Virgin Holidays outlet and the range of opening offers which were being promoted.
• Store managers were pleased with the support they received from the promotional staff and commented that many sales were made each day from the customers which the promotion staff brought into store. Some of their comments included:
  “Really positive, good staff. Very pro-active and brought clients back to the department.” Southend
  “More than happy with the staff, we have had to print 'millions' more leaflets than expected due to the speed they are distributing. Very happy with the work.” Glasgow
  “Fantastic! Absolutely brilliant. Really presentable, personable, enthusiastic.” Lakeside