Riding the Rails with Rocky Mountaineer

Challenge

With little or no brand awareness in the U.S., establish the Canadian-based Rocky Mountaineer brand and position the rail tour company as a timely vacation option for Americans.

 

Strategy

Implement an aggressive consumer and trade media outreach and partnership marketing campaign to introduce Rocky Mountaineer to influential media, travel agents and target consumers.

 

Results

Feature consumer and trade coverage with more than 42 million impressions and an ROI of 11:1. Highlights include: New York Daily News, National Geographic Traveler, Chicago Tribune, San Francisco Chronicle, Wine Enthusiast, Links, Travel Weekly and Vacation Agent. Implemented strategic marketing alliance with upscale retailer Williams-Sonoma with in-store events in key West Coast feeder markets.

 

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