Virgin’s ‘Screw it, let’s do it’ campaign wins on social media
Virgin Holidays’ latest TV advert ‘Screw it, let’s do it’ was the highest ranked TV travel ad during the peak holiday booking period in January, according to the amount of chatter generated on social media.
It was followed by easyJet in second place, Jet2holidays’ ‘I’m ready for this’ in third, British Airways in fourth and Center Parcs and Haven in joint fifth position.
The adverts were ranked by data science and marketing technology company 4C Insights, which measured the amount of ‘social media lift’ generated by the TV ads.
4C Insights looked at the difference between each brands’ social media engagement in the five minutes before their ad appeared and in the five-minute period after it aired.
It found Virgin’s ad increased its social engagements by an average of 109%.
Not included in the top 10 was the recently re-branded TUI, whose ‘Cross the Ts, dot the Is and put U in the middle’ campaign came 11th after generating a social lift of 73%.
|
Travel Brand |
TV Social Lift Score |
|
1. Virgin Holidays |
109% |
|
2. easyJet |
104% |
|
3. Jet2holidays |
103% |
|
4. British Airways |
90% |
|
5. Center Parcs |
89% |
|
6. Haven |
89% |
|
7. Etihad Airways |
84% |
|
8. Butlins |
76% |
|
9. Teletext Holidays |
75% |
|
10. On the Beach Holidays |
74% |
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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