GLOBUS - 3rdspace
#contentmarketing, #purposeledbrands, #b2bmarketing, #travelmarketing
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3rdspace brings suite-views to travel agents for Avalon Waterways

 

ISSUE

 

River cruising is a highly competitive and cluttered market. Avalon Waterways needed to raise awareness of their cruises with the agents who sell 80% of river cruises in a fresh and exciting way, to shake things up and create talk within the industry.

 

INSIGHT

 

Travel agents are extremely influential when it comes to booking cruises, but they are also bombarded with traditional communications from travel operators. They are fun people who love the industry, so they will be open for a bit of fun in their daily lives.

 

IDEA

 

Bring the Globus families Avalon Waterways’ purpose of “Go Live It” to life. By helping Australia’s desk-bound travel agents get a better sense of the suite-views, on an Avalon Waterways Cruise, by literally bringing the views to them.

 

ACTION

 

3rdspace created a B2B content marketing campaign with a difference by brightening up the day of travel agents with a surprise from Avalon, captured by our hidden cameras. We had a ‘stealth” team carry 3 metre images of the amazing suite-views you can experience from an Avalon Waterways Cruise, past the windows of the travel agents. Using a “customer” to engage with the agent, we secretly filmed the whole prank, capturing all the natural reactions from everyone involved. From this, we created a series of powerful assets.

 

CONTENT ASSETS CREATED

 

– 4 highly entertaining B2B films
– A series of still posts
– Streams of reposted assets from the agents themselves

 

ACHIEVEMENT/ RESULTS

 

The films created from the experience were widely distributed through trade publications and Avalon’s closed Facebook group.

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We’ve worked hard with 3rdspace as our content marketing agency in Sydney to have a distinctive tone of voice and brand personality away from the travel pack. This B2B content marketing campaign brings our ethos of “Go Live It” to life, as we literally had travel agents invite the Avalon View In, creating a lot of positive buzz within the industry and some powerful sales results at an important time of the season.

Chris Fundell head of marketing Australia NZ