The mesmeric 'Hedonista' beckons vacationers to Virgin Hotels

Campaign from Joan introduces the travel muse to encourage consumers to indulge once again

Published On
Jul 20, 2021

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Amidst the resurgence of travel marketing, Virgin Hotels unveils a new weapon: a travel muse to hypnotize viewers into staying at the hotel chain. The “Hedonista,” a playful and sassy seductress, entrances vacationers-to-be to indulge in the experiences available at Virgin Hotels in a new campaign from Joan running digitally and on social. 

The main film flaunts the hotelier’s amenities with decadent flair. In a style reminiscent of films such as “Saturday Night Fever,” the ad glows and sparkles as the Hedonista sips martinis, plays poker in bed, snacks while riding a pool floatie and pops champagne. Keywords like “vacation,” “lounge” and “indulge” fly at the screen and the words "Virgin Hotels" echoes bewitchingly. The ad declares that the viewer deserves it and promotes the hotel’s package deals.

“The Hedonista personifies that great friend who always encourages you to live life to its fullest,” said Doug Carrillo, chief marketing officer at Virgin Hotels, in a statement. “Travel this summer is outpacing 2019 demand and competition is high so we wanted to stand out. Virgin Hotels provides a unique hotel urban resort respite and we wanted our creative approach to show that in a fun and cheeky way that is true to our brand and resonates with guests. Thanks to our collaboration with Joan, we have delivered that approach with Hedonista, a character who is fun and engaging as she encourages her 'boos’ to vacation right.” 

In the statement, Lauren Costa, Joan’s executive creative director, adds, “Is she magical? Maybe. But you certainly can't say no to her.”

Virgin Hotels has been enticing quarantiners out of the house over the past year with its gossipy Santa campaign last holiday season and a similarly ‘70s-styled treat yourself campaign for couples and moms. The “Hedonista” campaign joins the many others welcoming customers back to pre-pandemic life.