Brief
PebblePost and Virgin Voyages Emphasize Incrementality in Marketing Partnerships
The partnership uses first‑party data and weekly reviews to test new channels and protect spend.
By Felo News Desk · Published
During an ADWEEK House Advertising HQ fireside chat on 12 October 2026, Virgin Voyages senior manager Nathan Quinn and PebblePost senior vice‑president of growth Melissa Racklin explained how incremental measurement and trusted data shape their joint marketing efforts.
What happened
The discussion, co‑hosted by ADWEEK executive editor Alison Weissbrot, covered the evolution of the Virgin Voyages‑PebblePost partnership from programmatic direct mail to performance‑CTV. The teams meet weekly, review data in real time, and adjust campaigns while they are still live.
What the reports add
According to the ADWEEK article, PebblePost supplies first‑party, verified purchase data across households, which it says underpins the partnership’s focus on measurement. Quinn highlighted that this data lets Virgin Voyages’ internal paid‑media, data‑science and analytics groups evaluate risk and take “calculated messaging risks.” The piece also notes a recent instance when Virgin Voyages had unused budget; PebblePost advised against spending it because efficiency was declining, offering alternatives such as carrying the funds forward.
What was said
“Everything about us is around measurement,” Racklin told ADWEEK.
“I’d rather you come to me and tell me that something doesn’t make sense for your brand … than try and pigeonhole it in and make it fit,” Quinn said.
How it came about
The collaboration began with programmatic direct mail and expanded as both parties sought a shared source of truth for performance. The emphasis on trust and candid partnership reflects a broader industry shift toward proving incremental lift rather than relying solely on top‑line metrics.
Key facts
- Virgin Voyages partnered with PebblePost to use first‑party purchase data for marketing measurement. (adweek.com)
- The partnership started with programmatic direct mail and later added performance CTV. (adweek.com)
- Weekly meetings and real‑time data reviews allow campaign adjustments before they end. (adweek.com)
- PebblePost advised Virgin Voyages to hold back budget when efficiency declined, offering alternative uses. (adweek.com)
- Both executives stress that trust and incremental measurement guide budget decisions. (adweek.com)
Sources
- [1] adweek.com — originally reported as “Trust and Incrementality Help Brands Scale Bigger Ideas”
