Case Study: Media Relations
Client: Viking River Cruises
Communication goal: Increase interest in river cruise vacations. Reduce current negative perceptions (boring, only for older people). Strengthen the brand’s popularity among travel agents and consumers. Position the client as the leading river cruise operator.
Communication measures: Plan and maintain a continuous media strategy. Targeted-subject and story selection, regular distribution of press releases, media services, proactive journalism contacts, individual and group media fam trips, media meetings.
Results: Increased perception of the company as the market leader. Significant increase of media response; within twelve months coverage had been generated within a print run range of 96 million copies, reaching approx. 289 million readers, equivalent to an advertising value of 8,6 Mio. € (the client’s costs were below one percent of this sum).
