Challenge:
Avalon River Cruises had low, unprompted brand awareness which they wanted to increase and ultimately convert into passenger numbers, but with only a relatively modest budget.
Impact:
We created a brand-response TV campaign with higher rating channels & peak airtime for awareness alongside lower rating channels during the daytime for cost-efficient response. We bought programming which indexed highly against the Avalon’s target audience and used Adalyser to attribute response, optimising the campaign continually.
Results:
The campaign was successful across all the key metrics with a small jump in brand awareness (quite a feat with the budget available) and a significant spike in brochure requests and a significant spike in brochure requests.
Outcome:
As a result, Avalon grew their warm base and nurtured the newly acquired enquirers towards sales. They were also confident in using TV as an acquisition channel going forward.
