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  1. WHAT IS THE SINGLE MOST IMPORTANT MESSAGE WE NEED TO GET ACROSS? HAS THIS CHANGED FROM THE ORIGINAL BRIEF?
  2. Welcome home – it’s great to have you back, but where next?
  3. WRITE HERE LOOSELY AND IN YOUR OWN WORDS, THE INFORMATION WE NEED TO BE GIVING TO THE CUSTOMER.
  4.  
  5.  
  6. Introductions x 6 – 60 words max
  7.  
  8. All versions:
  9. It’s only been about 5 weeks since they returned from holiday so they will still be thinking and taking about how fantastic it was. They will be wishing they were still away so it’s a good opportunity to get them thining ‘where next?’ We need to create excitement in and inspiring yet gentle way. ‘Where will you be welcomed next’ is the perfect tone of voice for this email so please try to keep it sounding similar in the rest of the copy.
  10.  
  11.  
  12. 1st timers customers returning from their first Virgin Holiday
  13.  
  14. Additional copy may acknowledge that it was their first holiday with Virgin Holidays.
  15.  
  16. Low multi have made multiple bookings but they have been cheap so still have some way to go before becoming an FVC member.
  17.  
  18. No additional line required.
  19.  
  20. Mid-high value customers who have made multiple bookings and are on the cusp of being invited to join FVC. (Remember – these customers will not be able to use FVC benefits until the booking after they have been invited into the club and we need to be clear about this to avoid customer complaints)
  21.  
  22. - Additional line should reference the fact that if they are not far away from becoming an FVC member
  23.  
  24. FVC HVN - those customers who have qualified for FVC membership and have been invited into the FVC club, but have not booked again.
  25.  
  26. - Additional line should state that they are now an FVC member and when they book next time they will reap the benefits.
  27.  
  28. FVC (HVE) members 10% benefit, but haven’t rebooked 3-4 months since returning from their last Virgin Holiday.
  29.  
  30. Just acknowledge FVC membership
  31.  
  32. FVC (HVE) members benefits (not 10%)
  33.  
  34. Just acknowledge FVC membership
  35.  
  36.  
  37. KSPs X 6 – 40 words max – need headline and call to action click through
  38.  
  39. These have already been written. Please just check the tone of voice is correct for this piece and reduce the number of words if there are more than 40.
  40.  
  41. The Virgin Way
  42.  
  43. We know it’s your holiday, and that it’s our job to make sure all those extra touches are there to make it special. Our Concierge team^ contact you from resort before you depart, to let you know if it’s raining or shining. Or even what’s hot in the shops, bars and restaurants. What’s more, we are ATOL bonded which gives you peace of mind that your holiday is protected. At Virgin Holidays, we’re committed to giving you great service, so go ahead, ‘Ask for the World’. The inside track. Our concierge team** know the top places to shop, the easiest ways to get around and the scrummiest places to eat. Why stumble across the best places when you could saunter over casually with reservations?
  44.  
  45. Exclusively for FVC members
  46.  
  47. Book a holiday to the Caribbean departing before 30th April ‘09 with return premium economy flight upgrades and you can enjoy £100 off per person**. A perfect way to start your holiday. With priority boarding, a spacious 38 inches of seat pitch and pre-flight drinks, you’ll enjoy a truly premium experience. To book this offer call: 0844 557 3905.
  48.  
  49. Exclusively for FVC members
  50.  
  51. Book a holiday to the Caribbean departing before 30th April ‘09 with return premium economy flight upgrades and you can enjoy £100 off per person**. A perfect way to start your holiday. With priority boarding, a spacious 38 inches of seat pitch and pre-flight drinks, you’ll enjoy a truly premium experience. To book this offer call: 0844 557 3905.
  52.  
  53. Flying Virgin Atlantic.
  54.  
  55. Make long flights seem shorter. On board, when you fly Virgin Atlantic, you’ll get great service along with a choice of films, music and games on demand. Kids get a backpack of stuff to keep them busy and everyone gets a free ice cream during their film.
  56.  
  57. Check In, Chill Out †
  58.  
  59. Enjoy every last minute of your Caribbean holiday. On your last day, we can check you and your bags in at your hotel. So you have a little extra time to spend on the beach instead of at the airport. Who says we’re a nation that loves to queue?
  60.  
  61. Flying Virgin Atlantic.
  62.  
  63. Make long flights seem shorter. On board, when you fly Virgin Atlantic, you’ll get great service along with a choice of films, music and games on demand. Kids get a backpack of stuff to keep them busy and everyone gets a free ice cream during their film.
  64.  
  65.  
  66.  
  67. FVC POD COPY – Will to provide table of benefits 20 words max
  68.  
  69. In this pod we need to write a small intro that varies depending on customer type and then list the benefits in a list of bullets
  70.  
  71. 1st timers
  72.  
  73. Introduce FVC
  74.  
  75. Low multi
  76.  
  77. Introduce FVC
  78.  
  79. Mid-high value customers
  80.  
  81. Introduce FVC
  82.  
  83. FVC HVN
  84.  
  85. Tell them what they get next time they book
  86.  
  87. FVC (HVE) members
  88.  
  89. Remind them of their benefits
  90.  
  91. FVC (HVE) members
  92.  
  93. Remind them of their benefits
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