Viking River Cruises is no longer the only river cruise line with a TV advertising presence. Avalon Waterways launched its first television ad campaign in September, with its first video spots airing on HGTV, the Travel Channel, CNN and BBC America.
Viking ads have introduced many Americans to European river cruising over the past four years. Now that consumers know more about it, Avalon “felt that now is the time to introduce the idea of an option,” said Steve Born, senior vice president of marketing for Globus, Avalon’s parent company.
Avalon created three playful spots that highlight the importance of having a good view, leading into Avalon’s stateroom design — beds face outward to open-air balconies, providing passengers with views of the passing scenery while they cruise.
A six-week ad run will be completed at the end of October. The company is hoping that the advertising will raise awareness about what Avalon offers and help agents sell the product when customers who have watched the commercials ask about Avalon.
“We wanted to give the agent a little bit of an assist by having the seed planted first before the inquiry begins,” said Born.
Avalon doesn’t have any further ad buys scheduled. Born said the company is waiting to see the return on investment.
Avalon also did a three-minute promotional video that showcases views from a river cruise.