Case Study: Virgin Holidays drives customer engagement with Movable Ink

How Virgin Holidays Used Augmented Reality with Movable Ink to Drive Customer Engagement

Virgin Holidays, a transatlantic tour operator, wanted to enhance its post-purchase and pre-travel email communications to keep customers engaged between bookings and reinforce its premium brand value. To do this, Virgin Holidays partnered with Movable Ink to add augmented reality experiences to email, helping customers feel more connected and excited about their upcoming holidays.

Movable Ink implemented two AR email campaigns, “Future Forecast” and “Wish You Were Here,” allowing customers to preview destinations, create shareable photos, and engage directly from email without an app download. The results were strong: “Future Forecast” delivered an 81% unique open rate and 25% unique click-through rate, while “Wish You Were Here” drove a 40% increase in unique opens, a 75% rise in click-throughs, and notable social sharing, with 45% of selfie-takers sharing their images online.

Virgin Holidays

Liam Savage

Executive, Digital and Customer Engagement