Re-positioning:a new cruise concept
Challenge:
To reposition the concept and image of Hurtigruten’s Coastal Express (Norway) and their Exploring Cruises (Antarctica and Greenland) in the Spanish market & increase awareness after four years since they arrive to the market.
To launch a new concept of cruises (cruises that are not cruises: no disco, no bingo… nature oriented voyages).
To generate coverage in travel and lifestyle media.
To boost sales (pull – push strategy).
Strategy:
To launch the concept in the Spanish market – press events in Madrid and Barcelona.
Monthly press releases.
Regular contact to main travel journalists.
Individual & group press trips to Norway, Antarctica and Greenland.
Regular co-participated promos in key media & travel awards.
Advertising campaign in key travel magazines.
On line promo in main large corporations intranets.
Sales force support.
Quantitative Results:
Coverage in over 400 publications including Hurtigruten’s website or sales telephone (Conde Nast Traveler, Fuera de Serie, El País, El Mundo, La Vanguardia, El Periódico de Catalunya, TVE, Tele 5 TV, Europa Press, EFE, COPE, Onda Cero, Radio Nacional de España, etc)
Advertising: More than 1.500.000 impacts - space purchase with discounts of over 100%
Press clipping advertising value of over 6.000.000 €.
Database of 11.212 participants for sales purposes.
The sales of Hurtigruten in Spain during 2007-2008 increased +35%.
To reposition the concept and image of Hurtigruten’s Coastal Express (Norway) and their Exploring Cruises (Antarctica and Greenland) in the Spanish market & increase awareness after four years since they arrive to the market.
To launch a new concept of cruises (cruises that are not cruises: no disco, no bingo… nature oriented voyages).
To generate coverage in travel and lifestyle media.
To boost sales (pull – push strategy).
Strategy:
To launch the concept in the Spanish market – press events in Madrid and Barcelona.
Monthly press releases.
Regular contact to main travel journalists.
Individual & group press trips to Norway, Antarctica and Greenland.
Regular co-participated promos in key media & travel awards.
Advertising campaign in key travel magazines.
On line promo in main large corporations intranets.
Sales force support.
Quantitative Results:
Coverage in over 400 publications including Hurtigruten’s website or sales telephone (Conde Nast Traveler, Fuera de Serie, El País, El Mundo, La Vanguardia, El Periódico de Catalunya, TVE, Tele 5 TV, Europa Press, EFE, COPE, Onda Cero, Radio Nacional de España, etc)
Advertising: More than 1.500.000 impacts - space purchase with discounts of over 100%
Press clipping advertising value of over 6.000.000 €.
Database of 11.212 participants for sales purposes.
The sales of Hurtigruten in Spain during 2007-2008 increased +35%.
