Virgin Gifts Rebrands to Virgin Gifts, Unveils ‘Gift Anti-Ordinary’ Campaign and Ambitious Global Vision
September 17th, 2025 – New York, NY: Virgin Gifts has today announced an important step in achieving its mission of becoming the global leader in experience gifting. The business will rebrand to Virgin Gifts with immediate effect and launch a major new awareness campaign to support this through digital video channels. The business is seeking to lead the global race of the growing movement amongst the digital generation away from traditional physical gifts.
The rebrand represents the culmination of an intensive twelve-month partnership with leading global agency Further, previously DesignStudio, renowned for transformative work with brands such as Airbnb and GetYourGuide.
Together the teams undertook a comprehensive customer research project to map the common ground between attitudes to gifting in UK and US markets, and understand the key emotional motivations for choosing experiences over more traditional gifts. These deep customer insights were then translated through collaborative workshops into a revised brand and business strategy, grounding every decision in real audience needs, motivations, and aspirations.
All efforts were anchored to one core aim: cementing Virgin Gifts’ position at the heart of the gifting market and moving towards one consolidated, powerful brand in a fast developing category.
A comprehensive creative overhaul was subsequently undertaken, culminating in a bold new campaign: Gift Anti-Ordinary. Celebrating the power of connection through unexpected gifting, the campaign will launch across YouTube, social, and UK TV as the brand gears up for a standout Q4. Its flagship film – created with long-standing Virgin partners Space City and directed by Sebastian Gray of DreamZero AI, using real actors and GenAI – will bring Virgin’s signature energy and irreverence to audiences across both markets.
This pivotal brand refresh comes hot on the heels after the appointment of Danni Rush as CEO across all of the group.
“This has been a hugely exciting and rigorous project, working with one of the world’s best design agencies to deliver a result we’re all proud of,” said Noel Eves, CMO, Virgin Gifts. “From the outset our ambition was clear: to unite our teams behind a singular vision and build long-term brand equity across markets. By sharpening our positioning and aligning globally, we’re staying true to our mission — enabling people everywhere to shake up routines and bring a little anti-ordinary to gifting.”
Richard Swain, Principal at Further New York said, “This work marks a defining moment for Virgin Experience Days and Virgin Gifts. By tapping into a nascent but high-potential gifting culture — particularly in the US — we’ve unlocked a platform that gives both the brand and business real momentum for the future.”
Virgin Experience Days will continue to operate under its existing brand name in the UK, with plans for further alignment across its business units and markets in the future. In the meantime, all marketing materials will reflect the new branding and tone of voice.
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About Virgin Gifts
Virgin Gifts (formerly Virgin Gifts) is one of the world’s leading experience gift brands, offering expert curation of the country’s most unique experiences to inspire unconventional and more meaningful gifts. With presence in the US and UK, Virgin Gifts is part of the Virgin family, operating alongside iconic brands such as Virgin Atlantic, Virgin Hotels, and Virgin Voyages to deliver extraordinary experiences everywhere. The company is majority owned by private equity house Equistone with a minority holding by Inflexion and it is chaired by Richard Segal.
