Our work

AVALON WATERWAYS AMBASSADOR

Client

Globus Family of brands

Date

2023/2024

Campaign

Melissa Doyle Launch Campaign

Target Audience

Australian international travellers aged 40+

The brief

Consider ways to use influencers as part of Avalon’s PR strategy to engage a Gen-X audience and showcase Avalon Waterways’ USP differentiators.

The Challenge

With a limited budget, engage and educate a new-to-river cruise audience on the Avalon product offering and benefits of river cruising.

Our Approach

  • Engage a well-known, trusted and recognisable household Australian name, TV/radio presenter and author Melissa Doyle, as Avalon Waterways’ brand ambassador to appeal to Gen-X travellers and educate Avalon’s target audience on river cruising with Avalon 
  • Utilise a multichannel approach, with varied campaigns that would serve consumer marketing, social, PR, and events to engage both industry and consumers
  • Shoot a hero campaign brand shoot to film organic content of Mel Doyle on an Avalon Waterways European river cruise, to generate a series of videos featuring Mel highlighting Avalon USP brand messaging targeted to a Gen-X audience and launch the content as a consumer campaign on socials, brand channels, consumer and trade PR, and a first-person POV blog
  • Distribute authentic content from Mel Doyle as she discovers river cruising across a variety of channels in addition to the hero video series, including radio, social media, live events and earned PR profiling

The results

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.