Virgin Hotels Loyalty

Opportunity: With Virgin on the fast track to opening 8 hotels in 12 months, they needed to differentiate themselves from a very crowded lifestyle hotel landscape by capturing the hearts, minds and imagination of guests in relation to something Virgin is known for.

Insight: No more nickel-and-diming was a uniquely ownable space and true to the brand's ethos. And while membership without dues was Virgin's differentiator, it had to be more than a consumer win. Its meaning needed to project inclusivity, while creating a tribe engagement far beyond an offerings program.

Solution: Create a movement that everyone wants to be a part of and is only available at Virgin.