Launch Group attempts to break burlesque dancing record for Virgin Holidays

Virgin Holidays attempted to break the world record for the largest burlesque dance as part of Launch Group's campaign to promote the brand's January sale.

Launch won the project brief in December to boost awareness of Virgin’s sale and ad campaign based around the theme of burlesque.
 
Burlesque performer Kimberley Holladay and more than 100 girls braved the cold on Monday in London’s Trafalgar Square, performing a five-minute routine on the steps of the National Portrait Gallery.
 
The event was covered by Sky News, the FT and various international media.
 
Phil Bloomfield, head of PR at Virgin Holidays, said: ‘January is a key trading period and we want to generate a lot of positive noise and buzz around the sales campaign.  Launch impressed us with fun and cheeky ideas that fitted our brand – and a promise to deliver on a short timescale.’
 
The Launch account team of six is headed up by senior experiential manager, Dan Keene.

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