Our idea was completely original. We came up with the world’s first wolf whistling email. And it fitted perfectly with the brand positioning - ‘Unleash your Mojo’.

When you’re on a Virgin Holiday, you feel amazing. And this feeling transforms you. You live in technicolour. And the world revolves around you.

We wanted to remind customers of this feeling. And to give them a lift – on a day when most of us could use one (at least those of us who don’t get cards, flowers and chocs).

It proved the perfect way to package up our romantic getaways.

We had no above-the-line support. No special offers. And the email went out after our sale.

So we never expected it to outperform our Sale communications. We would have been ecstatic if it had got anywhere near our January numbers.

But a provocative subject line delivered a 27.5% open rate. This was well above the Direct Marketing Association’s average of 16% for the travel industry (from research done in 2011). In fact, it even out performed our January sales email (which was 19%).

But what was really remarkable were the click through rates - 52% up on our Sale emails.