The brief

Riviera Travel wanted to strengthen its brand perception as a premium offering, selling its tours and cruises on value not price, alongside an ambitious objective of 20% YOY growth. They needed a new brand positioning to resonate with an audience of older travellers fed up of being pigeon-holed. Achieve this and Riviera Travel could talk authentically to an engaged, loyal audience with messaging able to cut through a sea of sameness.

The Insights

Riviera Travel’s customers, despite their age, maintained a desire for learning and exploration. They sought connections with new places and people. Our research showed that Riviera’s travellers were not holidaying to ‘switch off’, sit in deckchairs and watch the world go by as portrayed in other category advertising.

The insights meant we could forge a new community of customers and employees united by a curious mindset, celebrating being young at heart. The new positioning was embodied in the line “Forever Curious”.

Our Approach

The Forever Curious positioning fed into campaigns tailored to connect with 64 customer segments in Riviera’s database, ranging from soloists to couples and inter-generational groups and friends. 

The resulting creative campaigns provided powerful assets designed to feed and continuously update an omnichannel campaign across broadcast, print and targeted social media and digital activity. 

The fresh impetus and messaging for 2024’s tactical campaigns put the wind in Riviera’s sales (pardon the pun).