Cases studies

Upscale Media Relations for Cruceros Australis Cruise: How to promote an up-market tourism product. France – from 2006 to 2010

• Agencies : Interface Tourism France
• Services : Consumer Promotion - Public Relations

Brief

Cruceros Australis sails between the Argentinean city of Ushuaia (the world's southernmost city) and the Chilean city of Punta Arenas, passing through the Magellan Straits and the Beagle Channel to the extreme south of the American continent. This cruise is totally unique in terms of itinerary and activities.

This is an exclusive tourism product… because of the destination, because of the cruise concept, because of the price.

In a very competitive environment, Cruceros Australis asked Interface Tourism to raise its brand awareness and to explain the unique nature of the Cruceros Australis concept.

Tactics

The basic concept was to only contact media with potential clientele for this upmarket product. A very qualitative approach was recommended.

To achieve a coverage most adapted to the readers of the chosen media, press trips were organised on an individual basis; each trip being “hand-made”  and adapted to the needs of the magazine and to their readers’ expectations.

• National lifestyle magazines
• Tourism magazines specialised in high level products
• Tourism magazines specialised in Nature & Adventure and “unusual” products
• National & regional newspapers with a majority of high-income readers

Result

• 25 upscale, top media were sent on press trips over 3 years:
  • More than 4 million readers
  • More than 65 pages published on the product
  • A PR value of almost 3.5 million euros
• Publications always included large pictures, for very visually impacting articles
• Increase of bookings from clients indicating they have known about the product through the media