Virgin Voyages
Insight: The best part of a vacation is freedom from obligationAudience: Gainfully employed adults, aged 25-50Objective: Get potential cruise-goers to commit to a weeklong excursion by positioning a Virgin Voyage as a medical need. The best part of any Vacation is the freedom from external obligations. When you sink into that vacation stupor where schedules and emails become optional. This campaign has cheeky fun with the idea of Virgin Voyages being like a lobotomy you choose to have. Honing in on that coveted “head-empty” relaxation feeling. Free your mind by removing it from the equation altogether.
“Lobotomy by choice, massage by appointment”
Billboard and Banner ads
Above: Ads in Digital Placements
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When potential cruise-goers follow the link to the Virgin Voyages site, they’ll be greeted by this brief “medical intake” form, and will be directed to the cruise package that most suits their needs, as well as their prescribed routine and beverage for what ails them. (Spoiler alert: the doctor always recommends at least one week of relaxation.)
YOUR PRESCRIBED VACATION
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YOUR PRESCRIBED VACATION 〰️
Participants in the “Lobotomy By Choice” program will receive one of these collectible “pill-bottle” glasses, bring it on the cruise so bartenders can know your preferred poison without a word. After the brain removal procedure is over and you’ve returned to dry land, they’ll serve as an excellent reminder of the recipe to achieve the ideal cocktail! They’ll also receive their cruise schedule written as if being prescribed by a medical professional, complete with illegible doctor signature. If work asks where you've been, just tell them you have a Doctor’s Note. (you do)
