This case study focuses on the Virgin Holidays Travel Chatbot, a custom build Facebook Messenger bot that helped travellers rid their Monday Blues and enjoy the California coast by offering and answering questions regarding excursions. As you will read below the campaign was a major success, winning awards and selling out overnight.
Virgin Holidays is a British company within Sir Richard Branson’s Virgin Group and was formed in 1985. It is the largest and most successful transatlantic tour operator and market leader for travel to the USA and the Caribbean.
Virgin Holidays decided that they needed to change the mindset of Blue Monday, from the most depressing day of the year to the most exciting. The company knew the best way to fight the blues was to say “Screw it, let’s do it”, and create a Californian travel buddy.
Virgin Holidays knew they needed to work with a team that could accomplish their main goals. Create a chatbot that sounded like a true Californian and increase booking experiences offered for each location or personal vibe.
“The chatbot’s focus was to engage, spark the interest, and lead people to book one of many $1 experiences that Virgin Holidays was offering.”
BotsCrew is the global leader in Chatbots Development with offices in London, UK, and Lviv, Ukraine. Founded in 2016, BotsCrew designs and develops custom AI chatbots to help small and medium enterprises bring stellar customer experience to their markets.
After the chatbot launch, Virgin Holidays sold all their experience offers in just one day. The chatbot had massive success with the audience: in a short time frame the chatbot received tons of messages. The users loved the Cali-bot, and the campaign had a huge success. Also, Virgin Holidays received a Best Audience Engagement Campaign for the “Screw it, Let’s do it” campaign supported by Cali-bot.
“I believe we can all shake away the blues by focusing on the positive and fun things that are happening in the world. Here are some wonderful activities going on within the Virgin world, which I’d like to share with you today to make you smile.”Founder of Virgin Group, Richard Branson
In the design stage BotsCrew focused on the tone of voice and flow, using data that Virgin Holidays provided, they created a friendly, chill, and positive chatbot personality named, Cali-bot. The chatbots focus was to engage, spark interest, and lead people to book.
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