Luxury Travel PR | A new style of cruising – eWaterways


From restored rice junkets in Thailand, to nuclear powered ice breakers in the Antarctic and luxury hotel barges in France, eWaterways offered cruise lovers a unique cruise experience and P1 Communications was hired to not only raise the profile of its unique small ship cruises with consumers but also to its 9,000 trade partners.

P1 focused on luxury travel PR around the unusual cruising experiences such as nude cruises, plus ones that complimented current travel trends and tied in with cultural events. This was a breakthrough tactic that shone the spotlight on eWaterways as a cruise booking operator with a difference.

A campaign focusing strongly on educating travel agents on the ease of booking with eWaterways was covered in all the leading publications read by the trade including Travel Bulletin, Selling Long Haul, Group Leisure Magazine and Travel Weekly.

Using strong pitching techniques to gain media attention proved successful, with P1 Communications demonstrating success across trade and travel media not only in the UK but also internationally as far as Australia.

Over an eight month period the client received over 80 pieces of editorial coverage, which was calculated to be worth more than £400,000 in equivalent advertising value.

This triumph resulted in increased visitors on eWaterway’s one-stop-shop online booking service which allowed customers to purchase either just the cruise or a full package directly from the website.

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