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Re-positioning a brand and launching a new cruise concept

Case Study - Re-positioning a brand and launching a new cruise concept

The Blueroom generates coverage worth over €6million and increases sales by 30%

Challenge

  • To reposition the brand, increase awareness of and boost sales for Hurtigruten's Coastal Express and their Exploring Cruises to Antarctica and Greenland by generating coverage in the Spanish travel and lifestyle media. This included launching a new series of nature oriented cruises

Strategy

  • Press events in Madrid and Barcelona
  • Monthly press releases and regular communication with key travel media
  • Individual and group press trips to Norway, Antarctica and Greenland to showcase product
  • Joint promotions in key media and entry to key travel awards
  • Advertising campaign in key travel magazines
  • On line promotion on intranets of large corporations
  • Sales force support

Results

  • Coverage in over 400 publications including Conde Nast Traveler, Fuera de Serie, El País, El Mundo, La Vanguardia, El Periódico de Catalunya, TVE, Tele 5 TV, Eurpa Press, EFE, COPE, Onda Cero, Radio Nacional de España
  • Press overage with an advertising value of over €6,000,000
  • Produced database of 11,212 participants for sales purposes
  • Advertising: over 1,500,000 impacts; space purchase with discounts of over 100%
  • Sales of Hurtigruten cruises in Spain increased by 35% during 2007-2008

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