The first TV advertising campaign to be run by Viking River Cruises has been launched as the company seeks to further raise the profile of the sector to consumers.
A mixture of 30 and 60 second ads are being shown across a number of mainstream satellite channels targeting programmes which best meet Viking’s passenger demographic.
The move comes as the company seeks to achieve record bookings this month as comes as is prepares a major travel agent familiarisation programme.
Head of creative Beth Clutton said: “Before embarking on a TV campaign, we carried out extensive research to asses the viability of this medium and to identify those programmes, which best met our customer base.
“The impact of the TV advertising has been phenomenal and surpassed our expectations with a significant increase in bookings across all areas.”
Head of sales Neil Barclay added: “We are committed to the trade and have demonstrated this with a sustained programme of activity throughout 2010.
“This is being increased for 2011 with the largest familiarisation programme we have ever undertaken, to give more than 250 agents first-hand experience of a river cruise.
“The day trips to either Paris or Amsterdam will form the backbone of a major incentive initiative with further details to be announced next month.”