Virgin Mobile is aiming to boost income from its pre-pay customers with a major direct marketing push encouraging them to use their mobile phones abroad, bucking the trend of rival networks who are ditching their reliance on pre-paid.

 

The company plans to raise awareness of the new service for Pay As You Go customers, available from mid October, and lure winter travellers.

 

The initiative will comprise mailings to existing customers containing Virgin Mobile's 'bible', featuring information about the new service. It will also be included in customer welcome packs. The push, by Blowfish and Start Design, will be supported by SMS and email activity, which will also highlight Virgin Mobile's new proposition.

 

Virgin Mobile customers will not have to make any arrangements before they travel, making it easier for them to use their phones abroad. Virgin mobiles can be used in more than 25 of the world's most popular travel destinations.

 

Virgin Mobile proposition marketing manager Paul French says: "We have cut out the confusion over pricing for customers who want to use their mobile phone abroad."

 

The move comes as Virgin Mobile introduces a £5 voucher for its pre-pay customers, at a time when many other networks are shifting their focus away from pre-paid.