Consider ways to use influencers as part of Avalon’s PR strategy to engage a Gen-X audience and showcase Avalon Waterways’ USP differentiators.
Our work
Globus Family of brands
2023/2024
Melissa Doyle Launch Campaign
Australian international travellers aged 40+
Consider ways to use influencers as part of Avalon’s PR strategy to engage a Gen-X audience and showcase Avalon Waterways’ USP differentiators.
With a limited budget, engage and educate a new-to-river cruise audience on the Avalon product offering and benefits of river cruising.
The Results:
Successfully profiled Mel Doyle as Avalon Waterways brand ambassador via an in-person industry event and robust PR execution, aligning the brand firmly in the luxury consumers’ mindset, whilst appealing to a younger, more active Gen-X audience.
Produced a series of five brand videos (15-30 secs) for national campaign use, including social media distribution, with ongoing rights.
Boosted Gen-X awareness of Avalon Waterways brand and key messaging with strong engagement across social media and response to video series.
Smooth FM advertorial activation extended due to success of marketing channel feedback.
Client extended the first year contract for an additional two years, based on the success of this partnership.
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