Virgin Holidays Cruises will be unleashing Mojo the Musical on a number of Sky channels, including Sky1 HD, as part of a 12 month sponsorship campaign targeting families.
Brokered by Manning Gottlieb OMD in conjunction with Sky Media, the year-long deal sees Virgin Holidays idents running before and after as well as during ad breaks of popular Sky shows such as The Middle and Greatest Little Britons.
The light-hearted campaign from M&C Saatchi features a family singing and dancing about all the wonderful things on board a Virgin Holidays Cruise and aims to debunk the myths around cruises, positioning them as a fun, family-friendly holiday option.
“A lot of families plan one big holiday a year, which means it must be the ultimate time to relax, have fun – and, of course, unleash your Mojo. This delightful campaign communicates our message that a Virgin Holidays Cruise really has everything a family could possibly want,” commented Virgin Holiday marketing director Andrew Shelton.
A 20” TV ad and 12 idents will run as part of the sponsorship, the idents take the form of three mini ‘acts’ with the TV commercial acting as the grand finale. The initiative will also be shared on YouTube, with a tongue-in-cheek ‘Behind the Scenes Mockumentary’. Social media activity includes three full length songs created by M&C Saatchi for the ads which can be shared across various platforms.
Elspeth Lynn, executive creative director at M&C Saatchi Group, said: “The mini-musical will give families that have never been on a cruise before a taste of what a Virgin Holidays Cruise is all about.”