Virgin Media O2 has launched a new Priority from O2 initiative to thank its customers for their loyalty.

The new reward scheme, Blue Mondays, gives O2 customers access to exclusive rewards, prizes and experiences.

To celebrate the launch of the scheme, the mobile network will take a handful of its customers on a “trip of a lifetime” at the end of April.

As part of the new initiative, the telecommunications firm has introduced ‘Get on the plane with Priority’, which will see 100 Priority members win a £300 voucher for lastminute.com every Monday until 30 June.

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Other rewards include two cinema tickets at Vue for £6 or 4 for £12 and Tony Chocolonely bars.

The new initiative comes as research from Virgin Media 02 highlighted 66% of Brits do not treat themselves often due to money concerns. While, 62% reported they wished they were more spontaneous.

Lisa Johnstone, director, priority, loyalty and reward at Virgin Media O2, said: “At Virgin Media O2, customers are at the heart of everything we do, and we’re constantly finding new ways to make being a customer more rewarding.”

“Priority has always been a loyalty trailblazer, and we’re continuing to innovate with initiatives like Blue Mondays, our way of showing appreciation and putting customers first,” she added.