ROVOS RAIL
BACKGROUND
We have been appointed by Rovos Rail in 2017 for a project aimed at positioning the product on the Italian market. The product was know and sold by only a few Italian Tour Operators specialized in Africa and was completely disappeared from Italian media. It’s a Top Quality product comparable to a 5* hotel that offers an all inclusive accommodation plus excursions. The other Rovos Rail’s product is Shongololo Express, comparable to a 3* hotel, can offer longer journeys, at a more affordable price. It’s the perfect solution to combine a particular train journey with the best experience of Africa.
OBJECTIVES
The goal was to increase the awareness of Rovos Rail in the Italian market through a top quality media exposure in order to stimulate the desire of living this particular kind of experience.
At the same time we had to train tour operators an travel agencies on what the product is, who is the right target for the two different products by Rovos Rail which are Rovos Rail and Shongololo Express in order to increase sales for both.
STRATEGY
We developed an editorial calendar considering the seasonality on the different itineraries. We followed up the most important publications to ensure Rovos Rail exposure. Every itineraries has been sent to tour operator and travel agencies with rates and dates sheet. We stimulate the most important Tour operators in order to publish this product on their website and catalogue. We helped them contacting the reservation department to check availability for their best clients as well as find the right itinerary for the right client.
RESULTS
AVE € 783’332,00
Impressions 9’932’457
May 2017 - September 2018
Since the beginning of our activity for Rovos Rail, we have had a good number of publications that includes both paper and online magazines.
Among the most important publications, we had a double page on Men’s Health, a double page on TTG LUXURY, the 12-pages article on DOVE, the most important magazine dedicated to travel. Rovos Rail have been published by L’Uomo Vogue, Elle, Marie Claire Maison, Corriere della Sera.
As far as online websites are concerned, Gioia.it, repubblica.it, elledecor.it, siviaggia.it and many others.
As far as sales promotion are concerned, many agency are now aware of the product and 16 tour operators more are selling the product on their website or catalogue.
SOCIAL MEDIA