Harnessing sponsorship to get through troubled waters.
Covid had devastated what was the fastest growing area of the travel industry - cruising. And for Hurtigruten - a specialist in sustainable expedition travel - their core audience (ABC1 55+) became far less likely to travel, increasing the risk of their competitors stealing market-share. In addition, Hurtigruten had a brand awareness challenge amongst their core audience.
To survive, they needed a platform to:
• Raise brand awareness of Hurtigruten (amongst ABC1 55+)
• Enhance brand image perceptions
• Increase consideration and purchase intent
To create a premium presence & resonate with Hurtigruten's audience, we worked with actress & activist Dame Joanna Lumley as the voice of the sponsorship idents to run across specially selected content. Then to extend the nature narrative beyond broadcast, we created an exclusive & premium activation at the premiere of Sky Nature's highly anticipated new show Predators, narrated by Tom Hardy & featuring the WWF & polar bears. Alongside the sponsorship, we also developed a 360 partnership with National Geographic adding print, digital & social platforms to the media mix.
The Sky Nature and Nat Geo partnership connected with Hurtigruten's target audiences from both a demographic and ethical perspective, reaching 7.54m ABC1 Adults and 3.42m ABC1 Adults 55+. This reach combined with the contextual fit delivered fantastic results across brand awareness, consideration, traffic and sales.
"It has been an incredibly challenging time for the travel cruise industry, but Sky offered the perfect partnerships for Hurtigruten Expeditions. It provided unrivalled reach to just the right audience and an always on presence to build our brand. The results have been fantastic, helping us bounce back and set us up for even stronger growth"
Suzanne Hall, UK Head of Marketing - Hurtigruten Group