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Avalon Waterways has launched a new “Great Views” television advertising and online video campaign that runs through October and beyond. Steve Born, vice president of marketing for the Globus family of brands, Avalon’s parent company, says the river cruise line’s debut into TV advertising is aimed at brand distinction for the consumer.
“Agents have come a long way in understanding the differences among river cruise lines, but the consumer tends to see river cruising as somewhat generic,” he said. “We want to plant our own stake in the ground with one of our most visible distinguishing features: the way Avalon uniquely captures the view.”
The TV spots and online videos show Avalon’s Open-Air Balconies — wall-to-wall sliding-glass windows that can be opened to turn accommodations into balconies without sacrificing space.
“We are targeting the experienced cruiser, with very heavy frequency programming within networks such as HGTV, BBC America and the Travel Channel, on shows such as ‘36 Hours,’ which shows travelers how to enjoy an insider experience rather than a standard guidebook one, and ‘House Hunters International,’ which involves looking beyond the ordinary,” Born said.
Another persuader: Avalon offers savings of up to $1,500 per couple for European river cruises booked by Nov. 10, 2015.
Born says travel agents have embraced the program enthusiastically and are sending out Avalon-specific materials through emails, cards and phone calls to their clients.
“The spots and videos start the conversation, and it gives them a reason to approach the customer,” Born said. “The Internet campaign will continue beyond October.”