Riviera Travel

While awareness of the river cruise category is high, Riviera Travel is not recognised as a leading provider – there was a need to highlight the distinguishing features of the brand's proposition and drive conversion. The dependence on media reader offers needed to be counterbalanced by a stronger direct proposition.

what we did

Riviera Travel has grown organically into the UK's leading provider of escorted tours. In order to compete in the emerging river cruise category, they launched a selection of European River Cruises.

But to create brand differentiation, we worked with the marketing team first to build a new 'Brand Book', defining how Riviera should talk to both existing and new customers. We then moved to direct mail packs, using mini-brochures for lapsed, cold and warm prospects – all based around the new brand values.

But we needed to do more. Direct competitors Viking and Scenic have both invested in TV. Competition within the category is increasing – Viking River Cruises are the category leader.

Given the demand bubble that exists in January, we then helped launch Riviera Travel in DRTV with a pure response commercial designed to generate brochure enquiries. To minimise test costs, we edited using existing footage and used well-known actor Anthony Head for the voice over, a familiar voice to add brand credibility.

results

The campaign launched in December 2015, and so far has generated over 800 brochure requests at a cost per response of £10.42 and sales potential of £270,000 of revenue.