Another question is whether or not the happy family is still a concept on which you would want to base your marketing strategy. Branson successfully skirts around life's oldest conundrum - between having sex and having babies - by giving us the sequence of life in reverse order. He shows us first pictures of kids rewarding their parents for their fantastic holiday with ecstatic smiles, then childfree happy couples, before moving on to titillating babes in bikinis. Confusing? That's America for you.
Like America though, you have to admit - reluctantly - that this brochure does have something going for it. Every page is studded with quirky pictures, quotes and sidebars. Next to this, your average sea-and-hotel brochure pales into insignificance.
In fact, as I turn to Inspirations' Summersun brochure, I find that my eyes have been so dazzled by the Virgin brochure that I can no longer see any colour at all. The European resorts featured (which cover the whole Mediterranean) look as dull and faded as the old continent itself. And of local culture there is not a sign. The American marketeers would have their work cut out.
Virgin Holidays: 01293 456789 or 0161 333 5560; Inspirations 01293 422800.