Neilson Active Holidays is to deploy Oculus Rift virtual reality technology in shopping centres to let consumers experience its sun and winter holidays.
Users will be able feel what it’s like to ski down the slopes of Andorra and windsurf in Greece in an experiential campaign with JCDecauxLive.
People will also be able to win a holiday by sharing their experience on their social profiles using the hashtag: #neilson.
The roadshow was at Stratford Westfield last weekend and moves to The Bullring in Birmingham on July 4-5.
Marketing and sales director, Andy Furlong, said: “We wanted to provide as many people as possible with the exhilarating feeling of being on a Neilson Active holiday and by using ground-breaking technology we’re making this a reality.
“We’re going to give shoppers a well-earned break from their shopping for a few moments by immersing them in a 360° virtual reality active experience.”