Virgin Holidays brand, Bales Worldwide:  A tourism group specializing in long haul package holidays and tours

Data-driven, digital and ATL campaign strategy


The Bales Brand, (pre-acquisition by Virgin) tasked us with improving the performance of their direct marketing and ATL programme. 

We needed to…

  • Increase customer acquisition
  • Improve communication with prospective customers 
  • Produce more effective creative 
  • Improve email open rates
  • Increase response rates. (Email, advertising and DM)


Deliver an innovative, data-driven, digital and ATL campaign strategy with the ATL feeding into the opt-in pool.  

We developed a creative strategy and creative platform which factored each of the different touch-points.  

Develop creative and messaging was appropriate to the moment and mindset for each point of contact, including bespoke brochures using our dynamic creative platform, plus;


Advertising, radio, email templates, email creative/copy and direct mail packs. 


  • Email increased previous opening rates by 24%. 
  • The overall response through data-driven marketing increased response rates by 52%. 
  • Our radio segment of the campaign delivered 15,000 new opted-in prospects.


The net effect was an increase in market presence that led to an eventual acquisition.