At the heart of the creative was a powerful insight: 1/3 of British people were not taking their holiday allowance, making the office the UK’s most popular holiday destination. We thought this was madness, so we decided to playfully show how ridiculous it was to spend your holiday in the office, to encourage people to ‘get out of office’.

We parodied a nostalgic UK-based TV programme called ‘Wish You Were Here’ using the host of the show, Judith Chalmers, to voiceover our film.

However, rather than a tour of a glamorous location, Judith gave us a tour of an uninspiring work place, as though it was a holiday destination.

The campaign ran from 5th -25th September 2016.

Our media targeted office areas with special builds, highlighting the face that ‘1 in 3 people spend their holiday here’.

Alongside the film, we created souvenirs such as postcards and snow globes to remind travellers of their holiday in the office. On social, we posted our own typical holiday pictures, for example, showing ‘hot dog legs’ with an office backdrop.

The film exceeded 1.2 million views, with the integrated campaign delivering over 29 million impressions.

The campaign was one of Virgin Atlantic’s most engaging to date, with 75% involvement.

The public saw the campaign as “fun and different to other airlines”

Crucially the campaign helped deliver over 550,000 visits to VirginAtlantic.com and £5.5m in sales revenue, thus meeting sales and business targets.