Virgin Holidays Takes Off with Adobe Campaign

by Maria Mihajlovic

Posted on 10-15-2018

Vir­gin Group con­tin­ues to find suc­cess across indus­tries, from bank­ing and telecom­mu­ni­ca­tions to trav­el and enter­tain­ment. One of the key rea­sons for the Vir­gin brand’s suc­cess is its focus on heart­felt ser­vice and fan­tas­tic expe­ri­ence across every area of business.

When Vir­gin Hol­i­days looked at ways to bet­ter serve aspir­ing trav­ellers, it real­ized that it could improve expe­ri­ences great­ly with more con­sis­tent com­mu­ni­ca­tions through­out the cus­tomer jour­ney. The com­pa­ny decid­ed to com­plete­ly trans­form how it talks to cus­tomers by bring­ing togeth­er frag­ment­ed com­mu­ni­ca­tions and cre­at­ing a seam­less, end-to-end cus­tomer jour­ney using Adobe Cam­paign, part of Adobe Mar­ket­ing Cloud with­in Adobe Expe­ri­ence Cloud.

Results from the switch to Adobe Cam­paign have been amaz­ing. Mem­bers of the cus­tomer Life­cy­cle team use Adobe Cam­paign to deliv­er per­son­al­ized com­mu­ni­ca­tions at every step of the cus­tomer jour­ney. “For us, it’s real­ly impor­tant to be true to the Vir­gin brand, which is all about giv­ing good expe­ri­ences to our cus­tomers,” says Saul Lopes, Cus­tomer Life­cy­cle Lead at Vir­gin Hol­i­days. “We changed from a mar­ket­ing func­tion to an expe­ri­ence func­tion with­in the team.”

Work­ing with Adobe Cam­paign, teams are tak­ing own­er­ship of com­mu­ni­ca­tions and cre­at­ing cam­paigns that con­nect with cus­tomers for great results. The Ready to Trav­el pro­gram is an omni-chan­nel cam­paign that runs across email, direct mail, SMS, and even out­bound calls. The per­son­al­ized com­mu­ni­ca­tions have increased email engage­ment rate by 10% while increas­ing the amount of upsells by 11%.

Anoth­er team deliv­ered the Save Your Spot cam­paign aimed at increas­ing in-store retail appoint­ments. Com­pared to the pre­vi­ous year, the cam­paign deliv­ered 156% more appoint­ments due to bet­ter mes­sag­ing and personalization.

“It’s very much part of the Vir­gin cul­ture to encour­age peo­ple to fly with their own ideas and take auton­o­my and own­er­ship of their own cam­paigns,” says Char­lotte Pink, CRM Exec­u­tive at Vir­gin Hol­i­days. “Inno­va­tion and tech­nol­o­gy is at the fore­front of what we want to bring our cus­tomers. It allows us to react to trad­ing needs as well as bring­ing our best cus­tomers bet­ter journeys.”

Topics: Digital Transformation, customer insights, customer journey, Omni Channel Marketing, personalisation, Virgin Holidays, UK, UK Exclusive, Digital EMEA

Products: Campaign