CroisiEurope Case Study
Beginning in 1976 with a dream of one day owning his own cruise company, Gérard Schmitter founded CroisiEurope with a single ship that offered lunch and dinner cruises around Strasbourg. Today, CroisiEurope's fleet of over 40 vessels float along picturesque riverside cities throughout Europe while treating guests to fine French cuisine. Now in its third generation as a family owned and operated company, CroisiEurope is Europe's longest running river cruise tour operator with itineraries ranging from three to 13 days along Europe's most famous rivers and the canals of France. While the company benefits from being an industry veteran and leader in creating innovative itineraries, CroisiEurope remained largely unknown to the North American market, with American and Canadian passengers constituting a very small portion of the company's sales.
DQMPR began working with CroisiEurope in 2014 and was charged with introducing this long-time player in Europe's booming river cruise industry to the US and Canadian markets by emphasizing the company's beatable value for a similar river cruise product.
The target audience was identified as value-minded travelers and the travel agent community.
Because the budget mostly allowed for media outreach, an aggressive media pitching calendar was set for targeted media outlets in the US and Canada for both trade and consumer media outlets. DQMPR worked with CroisiEurope on identifying stories of interest, pitching unique angles, deals and company news. Then, an editorial pitching calendar was created to plan media outreach.
Within the first twelve months, CroisiEurope was being mentioned in trade and consumer travel articles alongside well established river cruise brand who had been actively marketing to this target audience for over five and ten years.
In just over one year, DQMPR secured 224 articles in print and online publications reaching 626,368,490 online impressions and 17,232,556 print subscribers resulting in equivalent of $100,922,425.54 in advertising spend.