The world’s first 4D tunnel – complete with sounds and smells of the Caribbean brought Spinningfields alive for one sunny day back in June.

Over 400 million opportunities to see were the result.

• Generate awareness of Virgin Holiday’s package holidays and direct flights from Manchester to Barbados
• Create an event that would build exposure across all media channels
• Enable Virgin Holidays retail staff to capture sales leads on the ground
• Capture the essence of the Virgin brand – something brave with a touch of glamour!

Ex Coronation Street star Michelle Keegan was recruited to appear ‘inside’ the illusion – adding to media interest and underlining the ‘Manchester’ key message – this was to be her first corporate appearance since leaving the show adding to media interest

The public were invited to interact with the illusion, picture sharing was facilitated on site using screens and backed up via a social media gallery, enabling further reach of the stunt, viral spread and also to enable data capture for sales leads

Virgin Holiday retail offers were supported via the event, with branded sun glasses and water bottles being given away to help drive sharing of the event hash tag #MCRTunneltoBarbados

Virgin Holidays retail staff were on site to secure sales leads from the public