Virgin holidays PR stunt: Driving press coverage and increasing sales in a new store.

Virgin Holidays were about to launch their first-ever physical store in High St. Kensington and were looking for something a little special to get noticed and get customers excited. Their PR campaign idea was to offer huge holiday discounts and a chance to win a free holiday, to anyone that turned up in their swimwear on opening day. It was a great idea, however they were concerned that the stunt would fall flat if no one turned up in their swimmers, especially as the stunt was to take place in December. So, Virgin Holidays approached us about supplying models to turn up in swimwear on launch day.

Cold customers queueing in swimwear helps drive sales.

We decided to turn the PR stunt into a world record attempt for the longest ever queue of swimwear-clad customers. With only 48 hour’s notice, we managed to get 150 staff down to the store, where make up artists and stylists were on hand to make sure everyone was looking their best for the cameras. Our staff bravely queued up in the freezing cold, making the new retail outlet launch a success - with next day press coverage helping drive in-store sales even further.