First Choice Inland Waterways
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Background
First Choice Inland Waterways (FCIW) is a specialist division
of one of the UK’s largest holiday companies. Based
in Portsmouth, FCIW encompasses three brands, Crown Blue
Line, Emerald Star and Connoisseur, all of which provide
quality boating holidays in the some of the most beautiful
cruising regions of the UK and Europe.
Each of the brands caters for a wide variety of clients from singles, to families to ‘empty nesters’. The boats offer affordable and relaxing holidays and short breaks with no requirement for previous boating experience.
Objectives
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To develop an ongoing, proactive
PR programme to raise awareness and change perceptions
of boating holidays in the UK and Europe |
Our Solution
The Hare Carding team developed a strategic campaign looking
at the long-term development of the three brands. Proactive,
ongoing input into the marketing process has resulted in
real client/agency teamwork. The result has been brand
evolution through creative, strategic campaigns which work
as an integrated communications plan to maximise efficiency,
budget and impact.
Our solution encompassed:
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Innovative journalist contact
and support at exhibitions and events. This led
to a higher number of press familiarisation trips,
resulting in the highest levels of publicity
achieved for the brands across national, regional,
trade, lifestyle and consumer media. |
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A creative communications
plan encompassing promotions, competitions, features
and releases to ensure ongoing coverage. |
Results
Without doubt, the campaign has raised the profile
of First Choice Inland Waterways across all media
channels. The resulting EAV |
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(equivalent advertising value) is more than five times the
fee level. The client has been particularly pleased too!
What our client says:
"In November 2004 we appointed Hare Carding to handle PR
for our three brands. As our main sales season had already
started, they were under enormous pressure to learn about
our company and create a new PR campaign immediately."
"They rose to the challenge with new angles for our
press releases, events at our exhibitions and by working
hard to generate interest from a range of journalists.
This year we have far exceeded our targets of journalist
press trips, resulting in good press coverage."
"On a monthly basis we meet to discuss current campaigns
and future ideas – it’s always a pleasure to
meet up with the Hare Carding team!"
Alex Brice, Marketing Manager, First Choice
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