Virgin Holidays is launching a new marketing campaign which will highlight the company’s dedication to customer service. The campaign revolves around the idea that Virgin customers will be offered a ‘Rockstar Service’, and is targeted at consumers who are seeking for the best possible treatment when it comes to hotels and airport transfers.

The campaign aims to follow on from Virgin’s ‘Ask for the world’ message, and will feature a fictional rock band called the Danke Schons. The band, loosely based on Spinal Tap, will be seen taking a Virgin Holidays package trip as they prepare to record their third album. The campaign has been created by the agency MCBD and Elvis.

Andrew Shelton, Virgin Holidays marketing director, said that the company wanted to emphasise its dedication to serving its customers, and that the new campaign got right to the heart of that message. The ads are due to run on all media, and Roger Daltry, from legendary rock band The Who, will be providing the voice for the commercials which are due to air on the radio.

As well as a Facebook page, the Danke Schons will also have their own website, on which there will be a six minute ‘rockumentary’. The short-film will also be posted up on YouTube.

Shelton said that the recent disruption caused by the volcanic ash, which grounded airlines in Europe for almost a week, last month, highlighted the fact that customers needed to be guaranteed impeccable service when things went wrong. He was keen to point out that the same level of service also needed to be offered when things were going right.