| Vancouver,
BC – March 2016 / Newsmaker Alert / Rocky
Mountaineer, a world leader in luxury rail travel, announced today
the official launch of its new integrated brand marketing campaign, All
Aboard Amazing. The campaign features animation style creative paired with
live action photography to depict the awe inspiring journey guests experience
when traveling through the majestic Canadian Rockies aboard Rocky Mountaineer.
The
brand, which celebrated its 25th Anniversary last year, embarked on the
new campaign as a way to capture the magic and wonder that guests experience
onboard Rocky Mountaineer while enriching connections with nature and their
travel companions. Agency partner, DDB Canada Vancouver, used a combination
of practical models and computer graphic renderings to create the new campaign
and illustrate the scale and uniqueness of the luxury rail line against
the superlative beauty of Canadian Rockies “Giants.”
“We
offer a genuine and iconic Canadian experience for all of our guests and
it was time to create a campaign that could bring the experience to life
in a unique and ownable way,” said Monique Gomel, Rocky Mountaineer vice
president of global marketing and communications. “To do this, we needed
to go beyond traditional advertising norms and methods to communicate our
message. Our goal was to recreate the feeling of wonder that guests experience
while aboard Rocky Mountaineer, and I think we’ve achieved that with this
new and vibrant creative.”
While
the new TV spot first debuted mid-January, the brand is officially announcing
the new campaign this month in an effort to deliver a more emotive and
inspiring experience for would-be travelers. The campaign features a number
of integrated elements including TV, print, online and direct marketing
that will roll out across the U.S., Canada, Australia and New Zealand this
Spring.
Details
of the campaign include:
-
TV – One
:30 TV spot “Giants”
-
Print
– Three full-page print ads, “Shh, Giants are Sleeping,” “Seems Like it’s
Not a Small World After All,” and “Witness Earth’s Crescendo.”
-
Online
– display advertising and rich media as well as paid advertising in social
media
-
Web –
The new site is set to launch in late April, featuring an immersive experience
including upgraded research tools and easy to find information on the four
routes and more than 65 vacation packages, with responsive design and a
versatile user interface.
-
Web –
For our trade partners, the site features a seamless experience for agents
featuring individual and agency dashboards and single sign on to the website,
image library and training site.
“The role
of the animation style creative was to inspire brand fame and differentiate
Rocky Mountaineer in the cluttered category of stunning scenic photography
used to sell travel,” said Cosmo Campbell, chief creative officer, DDB
Canada Vancouver. “Guests had shared the insight that when you ride Rocky
Mountaineer, you feel like a tiny element of a suddenly vast and fantastical
world, and this is what informed our creative approach.”
About
Rocky Mountaineer
Since
1990, Rocky Mountaineer, the world’s largest privately owned luxury tourist
train, has welcomed over 1.7 million guests to inhale the mountain air
and let nature take their breath away. The unparalleled experience onboard
the all dome-fleet offers rich, historic storytelling, World Class cuisine
and a first-hand look at the vast and untouched wild beauty of the Pacific
Northwest.
With
over 65 vacation packages, guests can chose from four unique rail routes,
including the newly upgraded three day rail package, Rainforest to Gold
Rush, and travel through iconic destinations such as Seattle, WA, Vancouver,
B.C., and the majestic Canadian Rockies in Alberta. Known as one of the
only ways to see the Rocky Mountains, it’s no wonder that Rocky Mountaineer
has received numerous international awards and accolades for service excellence,
including eight World Travel Awards for both “World’s Leading Travel Experience
By Train” and “World’s Leading Luxury Train.” In 2013, it was also recognized
as one of the world’s “Dream Trips” by the prestigious Travel + Leisure
magazine.
*Access
to Rocky Mountaineer’s new photo library available
upon request.
For
more information, please contact your local travel professional, Rocky
Mountaineer directly at 877-460-3200 or online at www.RockyMountaineer.com.
For the latest news and offers, follow us on Twitter,
tune in to our YouTube
channel, and connect with us on Facebook.
Media
Contacts:
Jina
Michael, Citizen Relations for
Rocky
Mountaineer
213-996-3786
Hilary
Strath, Communications Specialist
Rocky
Mountaineer
604-606-6322 |
