Virgin Connect has introduced a timely, insight-led campaign for its flagship travel eSIM product, Virgin Connect Roam.
Based on in-depth consumer behavior, the campaign is built around a core truth: mobile connectivity is now a travel essential, on par with passports, accommodation, and itineraries. The campaign aims to communicate how Roam’s eSIM puts a stop to last-minute stress, missed bookings or the inability to stay in touch during crucial moments when traveling.
The work aims to reframe connectivity as a core travel essential, enabling travelers to feel confident, connected, and in control wherever they go. Through real-life scenarios, from airport arrivals to exploring new cities, the campaign highlights how Roam delivers not just signal, but peace of mind, freedom, and shared experiences worth remembering.
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“At Virgin Connect, we are not just offering connectivity; we are delivering flexibility, affordability and simplicity,” said Walid Omar, Group Chief Product Officer. “Roam was built to amplify travel experiences, keeping travelers connected so they can focus on the moments that matter most.”
The campaign, developed in-house by the Beyond ONE – Virgin Connect team, aims to set the telecommunications brand apart through its consistent community-first mindset.
By merging a seamless travel eSIM offering and emotionally intelligent storytelling across multiple touchpoints, Roam aims to position itself as the preferred choice for Gen Z and young Millennials across the GCC: digital natives who expect simplicity, value, and cultural relevance in every decision they make.
Furthermore, the campaign will activate across high-summer outbound markets including Saudi Arabia, Qatar, Oman, Bahrain, and Kuwait with multilingual creative in English, Arabic, and Spanish.
This includes a content-rich mix of AV, mobile-first formats, and social-native assets to ensure strong engagement across the platforms where travel planning lives. The brand has extended the campaign by partnering with popular regional travel content creators.
The Virgin Connect Roam eSIM offers access to mobile data in over 190 countries. Users can activate tailored travel plans in seconds via the Virgin Connect Roam app. From regional bundles to global passes, they can track usage and stay in control before takeoff or mid-journey.
The latest campaign from Virgin Connect Roam aims not to just change how the GCC connects; but reshape what travel feels like.
Credits:
Client: Beyond ONE – Virgin Connect Roam
Group CMO: Sonya Abdo
Group VP Brand: Daniela Caccia
Director, Go-To-Market: Shiwa Safari
Director, Commercial: Mian Taimoor Ahmad
Director, PR: Layal Elbily
Strategy and Creative Development: In-house by Group Beyond ONE marketing team
Senior Designer: Mirna Abu Aita
Senior Copywriter: Caroline Feghaly
Assets development: Dotspace Agency
