In pictures: RPM creates Virgin Holidays changing rooms


Brand experience agency RPM was tasked by Virgin Holidays to activate its 'Try on that holiday feeling' campaign nationwide in UK shopping centres.

RPM has created three Virgin Holidays changing rooms offering immersive experiences. The spaces will transport customers to three of the brand's most emotive holiday locations – Barbados, Cancun in Mexico and Walt Disney World, Florida – using recognisable sights, smells and tastes. 
The experience launched yesterday Thursday (15 January) at Meadowhall in Sheffield. It will go on to visit Birmingham's Bullring (17 January), Intu Derby (22 January), the Trafford Centre in Manchester (24 January), Intu Lakeside, Essex (29 January) and Westfield White City in London on 31 January. 

Guests entering the Barbados-themed area will be welcomed by a Bajan surf instructor who will provide information on the area. This will be complemented by sounds of waves and steel drums. 

The room will be hot, with a coconut sunscreen aroma and customers will be able to taste coconut water and feel the heat from the sand-covered floor.

The Cancun changing room has also been designed as another beach experience, and features a local Mexican food vendor supplying information on the region and offering customers a chilli and lime chocolate bar. Sounds of a Mariachi band and the smell of lime tequila will also form part of the experience.

The third area centred around Florida will give consumers the chance to walk onto a version of the Main Street at Walt Disney World, and a candy street vendor will greet them to the Magical Kingdom. 

Disney music will be playing in the background, the smell of popcorn will fill the air, and customers will also be handed Micky and Minnie Mouse ears to try on. 

Dom Robertson, managing director at RPM, said: "We’re excited to be working with Virgin Holidays following the account win last year. This campaign brings to life Virgin Holiday destinations and offers a memorable, individual and immersive experience for those who take part, creating cut through for the brand at a key time of year."

Lee Haslett, director of sales trading at Virgin Holidays, added: "We’re always looking for new and innovative ways to engage with our customers, and these changing rooms with a difference certainly do that. 

"Our January sale is our most important trading period of the year, and these booths have provided us with another competitive advantage – as well as brought a smile to Britain’s high street shoppers."

The holiday booths form part of Virgin Holidays' #Flaunt It campaign, and customers at the activation will be encouraged to take a selfie in the rooms and share by using the hashtag on Instagram, Vine, Twitter or on the #Flaunt it Facebook page. Participants will then be entered into a competition where they can win one of three Virgin Experience Day Vouchers.

Participants will also receive a ‘luggage tag’ that they can take to a Virgin Holiday concession/store and use to book a holiday to any destination on that day and be in with a chance of winning £5,000 spending money.

More: Top brand experience agencies: RPM

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