Virgin Voyages launches first UK campaign with Hearts & Science

Virgin Voyages

Hearts & Science has been appointed as exclusive UK media agency partner by Virgin Voyages, the first campaign launched on Monday 7 February. 

The agency will oversee all activity across TV, AV, performance and digital in the UK for the adults-only luxury global cruise line. 

In parallel to Hearts’ UK appointment, OMG Resolution has also established a relationship with Virgin Voyages across North America.

Virgin Voyages

The lead media for the new ‘Like a Virgin’ campaign is AV with targeting, reach and frequency being planned and optimised across device, screen and environment using OMG and Hearts’ proprietary data and technology. 

This is underpinned with pay-per-click, organic and paid social, and digital display. 

The progressive multi-screen touchpoint strategy has been critical as the brand looks to reach a younger and more adventurous audience.

Justin Terry, Sr. Director of Growth & Brand Marketing at Virgin Voyages, said: “With international travel opening up again, Hearts was the perfect partner to help us take what is a truly phenomenal product to the market and drive revenue in a way that is reflective of the thoughtful, fun, cheeky Virgin brand.

“We’re excited about working with Hearts as they help us break through an incredibly competitive market with their creativity and energy. 

“This will help us at the top of the funnel to communicate Virgin Voyages as a relaxed-luxe, come-as-you-are, adults-only Voyage experience for travellers looking for a fun holiday experience.”

Garrett O’Reilly, MD at Hearts & Science, said: “The Virgin master brand has a proven track record of revolutionising every category that it enters and we’re excited about helping it bring this independent challenger spirit to the cruise and travel sector.

“We’re relishing the prospect of developing an optimised full funnel approach for Virgin Voyages – balancing best-in-class performance alongside brand-driven growth – and in doing so delivering on both the heart & the science.

“From the moment we met the team at Virgin Voyages it was clear we were a great fit and we’re delighted to bring them into our team alongside other high growth, direct-to-consumer enabler brands like Peloton, GoCompare and Ocado.”