Orient-Express unleashes $2M digitally-exclusive awareness campaign

By Rachel Lamb

“A Journey Like No Other “campaign

International hotel, river cruise and rail company Orient-Express is launching a digital awareness campaign called “A Journey Like No Other” starring a fictional affluent family and their journey around the world through a video series.

The online-only campaign started Sept. 19 and includes a video homepage takeover and banner ads on the New York Times Web site as well on the Monocle, TripAdvisor, Wall Street Journal and Daily Beast sites. These links take consumers to the microsite http://www.orient-express.com/ajourneylikenoother, where the bulk of the campaign resides.

“[The] takeover is happening in concert with a broader digital branding effort,” said Katherine Cartwright, New York-based principal at Criterion Global. “The New York Times is just one medium we’re working with, and this is part of a series of homepage partnerships with the Times and other really great sites.

“The goal of the campaign is to boost brand recognition for the Orient-Express brand,” she said. “Much of the existing customer base may know the individual properties featured in the campaign, but not necessarily the Orient-Express brand itself.

“The creative concept is novel and fresh, and the overarching media strategy mirrors the campaign’s family who explores Orient-Express’ experiences each in an individual way.”

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Posted on September 21, 2011, in Hospitality Digital Marketing Services, Luxury Brand Influence and tagged , , , , , , , . Bookmark the permalink. Leave a comment.

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