Virgin Voyages Targets Gen Z with New Reality TV Show
Virgin Voyages is developing “Mystery Voyage,” a reality TV show where contestants solve a “murder mystery” aboard one of the lady ships, targeting Gen Z viewers.
Virgin Voyages is stepping back into the world of television with a new upcoming reality show, “Mystery Voyage,” aimed at capturing the attention of Gen Z and other new, younger consumers, according to AdAge.
Set to film next summer in collaboration with creative agency SuperBloom House, the series will feature contestants competing in a “murder mystery” on board. The show is intended to launch to coincide with the debut of Brilliant Lady on September 5, 2025. At this time it is unclear if the show will be filmed on Brilliant Lady or one of the other lady ships.
While the concept may sound intriguing, questions arise about whether this effort can successfully shift the brand’s perception particularly after their previous TV endeavors.
Inspired by “The White Lotus” Effect
“Mystery Voyage” promises to combine elements of “commerce and entertainment”, positioning itself as a stand-alone reality competition series. Inspired by the effect of HBO’s acclaimed series “The White Lotus” this approach seeks to shape the brand’s perception among younger audiences who actively research travel destinations.
Show Concept
Briony McCarthy, CEO of SuperBloom House, revealed that the cast will include popular reality stars, podcasters, drama queens, and nostalgic ‘90s TV icons. Some may even become involved in Virgin Voyages’ marketing beyond the show. The series may also feature an appearance by Richard Branson, founder of the Virgin Group.
The competition will see contestants navigating the ship and its destinations, blending elements of Clue, The Amazing Race, and The Traitors. Instead of relying on constant brand messaging, the show will incorporate these adventures into the storyline.
Distribution Partners
According to Briony McCarthy, CEO of SuperBloom House, the series is aiming to secure a distribution deal in the next few weeks and is considering Amazon Prime Video, NBC, and Disney as potential partners. The show has been in the planning and early production stage for around half a year.
Past Television Experiences
This isn’t Virgin Voyages’ first foray into reality TV. The cruise line previously launched “The Cruise”, a 20-episode documentary series that aired in the UK on Channel 5 in June 2022. Narrated by Sheridan Smith, the show provided a behind-the-scenes look at life on Scarlet Lady and Valiant Lady. While it offered glimpses into the crew’s dedication and the unique experiences of Sailors, the series received mixed reviews and was criticized by sailors for the way plots played out.
The show is still available on some platforms like Prime Video, after being cancelled on Channel 5 but its overall reception raises concerns about the effectiveness of Virgin’s previous television ventures.
Virgin Voyages ships have also been used for smaller cameos in the past including The Apprentice UK and the The Bachelorette US.
Overview
With “Mystery Voyage,” Virgin Voyages is making a new move to engage a younger audience. This new reality show has the potential to capture the essence of Virgin Voyages but previous offerings have fell flat. Stay tuned to VV Insider as we hear more of this new “Mystery Voyage” TV show.
Source: AdAge