Flipping the usual DM conventions around, we turned the response device into the central idea. We wanted customers to get in touch with their inner diva and “Ask for the world”. To do this we adopted an unconventional and very Virgin-like approach. In most DM packs the reply card is usually tagged on to the end of the brochure. We tagged our brochure on to our reply card. We featured a whole host of possible demands on the reply card ranging from practical stuff like commission-free currency through to more emotive, fun demands such as “to wear white socks with open-toed sandals”, demonstrating Virgin Holidays’ cheeky personality.