Global cruising company, Cruise & Maritime Voyages, approached CALLIE to help reinvigorate the brand within the Australian market.
The partnership began with a strategic planning phase to better understand the brand and its target markets, identify key media outlets and journalists, and to subsequently develop a national public relations strategy. The strategy rolled out by the agency included regular media familiarisation trips, on-board events, personalised media gifting, and an always-on PR newsroom. Across two years, CALLIE established brand awareness for CMV with key travel, lifestyle and news media and, in turn, positioned the brand as a key cruise line option with the target demographic.
- Across just one year of always-on PR, CALLIE achieved a reach/readership of 500, 884, 003 across 910 pieces of coverage.
- Throughout the partnership, CALLIE hosted six on-board media events and familiarisation voyages, shared 166 gifts with media, and pitched out countless stories tailored to each individual journalist.