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Riviera TravelHighly successful whitelabel travel provider needed to move into direct marketing
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A market leader in the world-wide escorted tour and river cruise markets. This highly successful and privately owned business virtually monopolised the national press reader offer travel space building a £100m business. Yet it faced a serious challenge. As national press circulations slowly declined so did it's revenues. In a world going digital it was clear Riviera had to adapt it's business model.
Having been recently acquired by leading PE house Phoenix Equity Partners both the investment and managerial resources were in place to implement a marketing led business transformation.
The big idea was simple... whilst maintaining and defending the core white label business acquire a new direct customer base.
This meant creating a direct marketing capability virtually from scratch. By taking an initial strategic approach built around six pillars of change the plan was set in motion.
The big idea was simple... whilst maintaining and defending the core white label business acquire a new direct customer base.
This meant creating a direct marketing capability virtually from scratch. By taking an initial strategic approach built around six pillars of change the plan was set in motion.
In the challenging travel area that 2016 proved to be, the river cruise product was very quickly sold out with strong forward bookings for 2017 established early on.
Some of the key deliverables successfully implemented were:
Some of the key deliverables successfully implemented were:
New bespoke CRM capability
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New response focused website
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New harder working brochures
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Low cost DRTV test
