Riviera Travel has initiated an ambitious brand campaign to celebrate its 40th anniversary, aiming to enhance visibility and engagement.
- The campaign encompasses a variety of communication channels, including targeted trade platforms and mainstream media outlets such as TV and radio.
- Key partnerships with agents aim to maximise campaign impact through e-shots, social media, and digital advertising.
- Actor Iain Glen lends his voice to two television adverts highlighting Riviera’s diverse travel offerings and enticing promotions.
- Riviera’s marketing director expresses excitement for the milestone year, promising numerous celebratory initiatives.
Riviera Travel has embarked on a comprehensive branding campaign to commemorate its forthcoming 40th anniversary in March 2024. This initiative seeks to elevate Riviera’s profile by using an array of communication mediums. These include trade-specific platforms and expansive TV advertising, designed to cast a wide net and attract a diverse audience.
Utilising strategic partnerships with key agent partners, the campaign will leverage e-shots, social media, direct mail, and both print and digital advertising to enhance its reach and effectiveness. Complementary advertising will feature on prominent channels such as ITV, Channel 4, Channel 5, Sky TV, Classic FM, and LBC.
The campaign’s value is further amplified by actor Iain Glen, renowned for his roles in Game of Thrones and Downton Abbey, who provides compelling voiceovers for two TV adverts. These adverts are intended to highlight Riviera’s offerings, with one focusing on river cruise holidays and another showcasing their complete travel portfolio.
Central to the river cruise promotion is the attention given to the brand’s ships, onboard accommodations, dining choices, and included excursions. Notably, Riviera is offering a complimentary ‘superior’ drinks package valued at £400 per person per week for all 2024 river cruises, enhancing the allure of their offerings.
Riviera Travel’s marketing director, Sarah Fowler, emphasised the significance of this anniversary campaign in a public statement. She highlighted the integral role of trade collaboration in maximising campaign efforts and expressed gratitude for the ongoing support from their partners. Fowler remarked, “We couldn’t have achieved the success we have without our partners and can’t wait to celebrate with them and our guests next year.”
Riviera Travel’s multifaceted branding campaign underscores its commitment to celebrating decades of success and heralding a promising future.
