Scenic Group
Case Study
River Partnership 2024.
3X
Lift Unaided Awareness
(2% Control vs 7% Exposed)
3X
Consideration vs ODR Travel benchmark Consideration lift +0.6% vs Scenic +2%
10X lift for the Digital activity +6%
3X
Intent for N6M Holiday makers
ODR Travel benchmark Intent lift
+0.9% vs Scenic +3%
5X
Intent for N12M River Cruisers
ODR Travel benchmark Intent lift
+0.9% vs Scenic +5%
The Challenge
In a cluttered cruising market, how can we give Scenic Group the ability to become synonymous with river cruising?
The Insight
The sea of sameness exists not only in cruise media, but in how cruises are covered.
The way stories about river and ocean cruising are told lacks distinctiveness.
The Idea
Elevate river cruising to luxury travel and establish Scenic as a brand leader, driving sales.
We’ll put Scenic Group in a category of its own, by levelling up our coverage and creating dedicated space for River travel, owned by Scenic Group. Position Scenic Group as the definitive luxury leader in river cruising.
Scenic Group’s success came from a holistic storytelling approach across multiple touchpoints—using branded editorial content, owned digital platforms, and immersive storytelling to create a seamless, compelling brand experience.
Products used:
-
Escape section sponsorships
-
Escape Premium Native Articles
-
delicious. Social Content
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3X
Lift Unaided Awareness
(2% Control vs 7% Exposed)
3X
Consideration vs ODR Travel benchmark Consideration lift +0.6% vs Scenic +2%
10X lift for the Digital activity +6%
3X
Intent for N6M Holiday makers
ODR Travel benchmark Intent lift
+0.9% vs Scenic +3%
5X
Intent for N12M River Cruisers
ODR Travel benchmark Intent lift
+0.9% vs Scenic +5%
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