Acorne Rewards rebrands as Virgin Incentives


Acorne Rewards has rebranded as Virgin Incentives.

The employee reward and recognition business, which provides experience and lifestyle rewards, includes brands such as Virgin Experience Days, The Virgin Gift Card, and Leisure Vouchers. The rebrand will also enable Virgin Incentives to work with other Virgin organisations.

The rebrand has occurred alongside equity firm Inflexion Private Equity’s completion of its buyout of Virgin Experience Days. Virgin Incentives is the B2B division under the Virgin Experience Days umbrella. The buyout and rebrand will allow Virgin Incentives to reach a wider, international audience, and advance its digital marketing strategy.

As part of the buyout process, Matthew Briggs has been appointed commercial director at Virgin Incentives. He previously held positions at insurance organisation Aviva, automotive services business RAC, and professional services organisation Capita. He will work alongside Simon McMurtrie as chairman, and current chief executive officer Paul O’Brien, who will remain with the business.

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Briggs (pictured) said: “I am thrilled to join the team as we launch Virgin Incentives to the market. It’s such an iconic brand and with the support of new owners Inflexion Private Equity, I am excited to develop our B2B relationships and work towards enhancing customer and employee propositions for our business partners.

“We know happiness and productivity are linked. Experience rewards and benefits are an increasing priority for businesses; experiences really are the new riches. It’s a huge growth market and the impact of employee engagement on the bottom line can’t be ignored.”