Virgin Voyages Launches “We’re Voyaging Now” Marketing Campaign

Late last week Virgin Voyages launched a new marketing campaign, “We’re Voyaging Now,” which showcases the range of Virgin Voyages cruise experiences via a glitzy music video. Unlike many of the line’s earlier marketing endeavors, the new video – called “The Voyage” – showcases actual Virgin Voyages cruisers (called “sailors” by the line), highlighting the full range of demographic types you’ll find on a Virgin sailing.

The video features pop-artist Drew Love singing a tropical house-style cover of the 1983 Culture Club song “Karma Chameleon,” while relaxing and partying onboard Scarlet Lady, surrounded by real ship crew and passengers.

Virgin Voyages travel advisor enthusiasts Travel Market Report spoke with liked the video and said it could help them communicate the Virgin Voyages experience to clients who have yet to try the cruise line.

“I actually think it does a great job of showing ‘a day in the life on a VV ship,'” said Trapper Martin, owner of a Dream Vacations franchise.

“I think the production values are terrific and the use of that particular song will definitely appeal to their age demographic,” said Carla Woolstrum, owner of a Cruise Planners franchise. “Not to mention it is just one of those songs that sticks in your head.”

According to Virgin Voyages, the video “captures the essence of what it’s like to travel with Virgin Voyages, incorporating moments of relaxation such as sunset yoga and the serenity of vacationing at sea.”

But Woolstrum said she does have mixed feelings about the video, telling TMR she believes it puts too much emphasis on the party vibe of the line and is afraid it could turn off some of her clients who she believes would actually enjoy a Virgin ship.

“I wish they would have concentrated more in individual experiences in dining, entertainment, etc. as opposed to the big production numbers. It just propagates the idea that some potential Sailors have of Virgin being a 24-hour drag queen/swingers party. I spend a lot of time telling people about the amazing food and the relaxing atmosphere on Virgin ships, and how the adults-only concept means they can relax and do whatever they want. I tell them that they can always find a party if they want one, but there are also lots of ways to just chill if they aren’t into that scene. This ad doesn’t really reflect that…”

“One of the common misconceptions that we hear ALL the time is that they think it is a party ship,” added Martin. “While there are some fun parties like the pool party that is in the video and every night after the show in the club, the rest of the ship and vibe is very relaxed, fun and somewhat calm.”

When asked if they’ll be making more music videos to showcase other aspects of the Virgin Voyages experience, a spokesperson said “This will be the main video of our new brand campaign, Now We’re Voyaging.”

The video will be repurposed in 30- and 60-second ads that will go live on TV and online. All ads will include a call to action to contact travel advisors.