Virgin Holidays wanted to launch a campaign to target families, encouraging them to make their holiday that extra bit special. The creative centres around a family whose everyday lives are transfigured into the magical wonders of Universal Studios. In today's cluttered and challenging media environment, Cinema provides the perfect environment for all the family to come together. Well known for its popularity with 'smart families', Cinema chosen due to its ability to reach this desirable target audience simultaneously.

The aim was to bring to life how Virgin can deliver the family holiday of a lifetime... To drive awareness and engagement with families.

The family focus package, which delivers 10.7m admissions, was perfect to drive awareness and engagement. The activity was able to deliver stand-out and provide the perfect canvas for Virgin Holidays to paint a picture of an unforgettable holiday experience to inspire and motivate the whole family.

CREATIVE IMPACT: Those exposed to the cinema advert were... Over 50% more likely to find that the ad stands out. 103% more likely to feel involved by the ad. 47% more likely to be persuaded by the ad. BRAND IMPACT: 1 in 5 said they had said they had visited the website since being exposed to the advertising. Those exposed to the cinema advert were... 39% more likely to be aware of Virgin Holidays; 31% more likely to say they preferred the ad and 50% cinemagoers thought of Virgin holidays being fun post-exposure.

- The cinema environment worked: people felt more involved by the ad as well as it standing out from others. - The cinema environment had a positive impact on the brand; most significantly increasing preference for the brand.