Avalon

Cost efficient and effective TV

The Client

Avalon Waterways is a river cruise company owned by the Globus family of brands and offers cruises in Europe, China, Southeast Asia, the United States, South America and the Galápagos Islands.

Converting awareness into passengers

Avalon River Cruises had very low unprompted brand awareness which they wanted to increase and ultimately convert into passenger numbers, but with only a relatively modest budget.

Brand responsive TV

We recommended a brand-responsive TV campaign combining higher rating channels and some peak airtime for building awareness and lower rating channels in daytime for driving cost-efficient response.

We bought programming which indexed highly against the older, affluent consumer (Avalon’s core target audience) and used Adalyser to attribute response, optimising the campaign as we went.

The results

0% YoY

Web sessions up by

0% YoY

Brochure requests up by

0% YoY

Online brochure views up by

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