Cost-efficient and effective TV that drove business change

The Client

Avalon Waterways is a river cruise company owned by the Globus family of brands. It offers cruises in locations across the world, including Europe, China, Southeast Asia, the US, South America, and the Galápagos Islands.

Converting awareness into passengers

Avalon Waterways asked Edit to improve its low brand awareness and drive measurable interest in its river cruises to increase its passenger numbers. However, they only had a modest budget to work with.

Brand-responsive TV

Edit planned a brand-responsive TV campaign that took advantage of high-rating channels and peak airtime to build awareness while using lower-rating channels during daytime to drive a cost-efficient response.

It was important we bought programming that indexed highly against Avalon Waterways’ core audience: older, affluent consumers. We used Adalyser to attribute response, optimising as we progressed.

The results


Web sessions increase YoY


More brochure requests YoY


Online brochure view rise YoY