Case Study

Virgin Voyages is a cruise line known for its distinctive approach to holidays at sea. PR42 has supported the line’s UK travel trade PR since January 2026, working closely with the sales and marketing teams to strengthen the brand’s media profile and communicate its latest product, campaign and trade stories.

PR42 manages proactive activity including:

●       Writing and distributing press releases covering product launches, campaigns and agent initiatives

●       Organising media briefings, events, interviews, ship visits and press trips

●       Securing thought leadership opportunities for senior spokespeople

●       Building relationships with key UK and Irish travel trade media

●       Drafting and managing travel industry award entries

The partnership has delivered a significant increase in Virgin Voyages’ trade media presence. Across the first six months of 2026, Virgin Voyages generated 239 trade articles, up 603% compared with the same period in 2025.

Coverage has appeared in leading publications including Travel Weekly, TTG, Cruise Trade News, Travel Gossip, Travel Bulletin, Northern Ireland Travel News and Irish Travel Trade News.

SJ Walker, Director of Sales, UK at Virgin Voyages

What have you most valued about working with PR42?
“PR42 have become a true extension of our team. They understand our brand, our tone of voice and what we are trying to achieve in the UK travel trade. They are proactive, responsive and full of ideas, and the results speak for themselves. We have seen a significant increase in our trade media coverage and share of voice. They are also a fantastic team to work with and I would have no hesitation in recommending them.”