Riviera Travel proudly launches a dynamic campaign as it approaches its 40th anniversary in March 2024. The initiative is rich in scope, featuring innovative strategies to highlight its extensive travel offerings and engage key partners.
Launch of the 40th Anniversary Campaign
Riviera Travel has initiated a comprehensive brand campaign to mark its 40th anniversary, with activities set to extend through 2024. Designed to showcase the company’s extensive portfolio, the campaign leverages multiple communication channels, including targeted trade platforms, to spotlight Riviera’s exceptional river cruises and escorted tours.
Multi-Channel Marketing Strategy
A strategic array of marketing activities is being deployed, involving e-shots, social media engagements, direct mail campaigns, and both digital and print advertising. This multifaceted approach ensures broad visibility across diverse audiences.
The campaign also incorporates TV and radio advertisements broadcasted on major channels, such as ITV, Channel 4 and Sky TV. This media presence aims to boost Riviera’s brand recognition and attract a wider clientele.
Television Advertising Focus
Two specific television adverts are central to the campaign, each presenting distinct facets of Riviera’s travel offerings.
The first advert concentrates on river cruise holidays, detailing the luxurious ships, well-appointed cabins, and exquisite dining experiences available. Also highlighted is a complimentary drinks package, valued at £400 per person weekly, for all 2024 river cruise bookings.
The second advert expands on Riviera’s diverse offerings, showcasing the appealing aspects of ocean and land travel collections, thereby emphasising the breadth of experiences available to travellers.
Collaboration with Notable Personalities
Actor Iain Glen, known for his roles in ‘Game of Thrones’ and ‘Downton Abbey’, lends his distinguished voice to the campaign’s adverts. His involvement adds an element of prestige and recognisability, enhancing the impact of the campaign’s message.
Using a well-known personality aligns with the brand’s image and ensures the advertisements remain memorable amongst viewers.
Commitment to Partnering with Trade Agents
Riviera’s marketing director, Sarah Fowler, emphasises the company’s commitment to working collaboratively with trade partners, recognising their essential role in Riviera’s success over the decades. She states, “We couldn’t have achieved the success without our partners.”
The campaign acknowledges its appreciation of these partnerships, highlighting how agents contribute to the marketing efforts and the celebratory plans leading up to March 2024.
Fowler expresses gratitude for the ongoing support from trade partners, noting that future initiatives are planned as the anniversary date approaches.
Additional Campaign Activities and Future Plans
The campaign is designed to not only celebrate past successes but also to lay the groundwork for future achievements. Riviera promises continued innovation and collaboration with partners to ensure the ongoing success of its brand and travel experiences.
Leading up to the milestone anniversary, additional initiatives will be rolled out, contributing to the overall celebratory atmosphere and enhancing the company’s engagement with both travellers and trade partners.
Summary of Campaign Goals
Overall, the 40th anniversary campaign aims to reinforce Riviera Travel’s brand reputation and expand its market presence. By utilising diverse marketing channels and engaging notable figures, the company seeks to attract a broader customer base and deepen its relationships with existing partners.
Riviera Travel’s 40th anniversary campaign is a testament to its enduring legacy and commitment to quality travel experiences. Through multifaceted marketing strategies and valued partnerships, Riviera sets the stage for continued growth and success well into the future.
