Virgin Experience Days: The 'Perfect Day'

8 pieces

of gold-tier media coverage, landing in key national and lifestyle titles and spotlighting Virgin Experience Days’ featured suppliers.

+10% YoY growth

and amplified awareness of premium gifting experiences

Increased website traffic

to Ollie Locke’s limited-edition Perfect Day collection

Virgin Experience Days: The 'Perfect Day'

As a premium experience provider, the festive gifting season represents a significant commercial opportunity for Virgin Experience Days – but also one of its most competitive moments. With consumers bombarded by offers, the challenge was to cut through the noise and reframe Christmas gifting away from material possessions and towards meaningful, memory-making experiences.

The insight

Consumers are increasingly prioritising shared experiences over physical gifts, particularly at the premium end of the market (Virgin Experience Days’ Over £300’ category has grown 10% year-on-year). Our brief was to create a compelling news hook that would resonate emotionally, drive consideration and deliver traffic to the Virgin Experience Days website during peak gifting season.

The idea

To provide journalists with a clear news hook while also driving clicks to the Virgin Experience Days website, we partnered with Made in Chelsea star, entrepreneur and new father Ollie Locke to launch a limited-edition “Perfect Day” gift collection – a curated, aspirational experience designed to inspire premium gifting.

Handpicked by Ollie himself, the collection showcased his ideal day out with a loved one:

A high-octane indoor skydive to kick-start the day
A relaxing spa experience with luxury treatments
A six-course tasting menu at a Michelin-starred restaurant at the five-star South Place Hotel

The result was a clearly defined hero product that combined storytelling and aspiration to drive both media interest and consumer purchase.

The Strategy

To add depth and credibility, we positioned Ollie as a family man and new parent, anchoring the campaign in a broader cultural shift towards gifting experiences that create lifelong memories. This was supported by new research highlighting growing consumer appetite for experience-led gifting, particularly at the premium end of the market.

Alongside the product launch, we secured opportunities for Ollie to speak authentically about the value of shared experiences, enhancing cut-through and ensuring the campaign felt genuine rather than purely promotional.