Exposure Digital

Challenge

Thomson Cruises came to us with a problem that’s affecting the whole industry, people think going on a cruise means being trapped on a boat with old people and rubbish buffets.

Cruise companies have been trying to change that perception through advertising for years, but consumers just don’t believe it.

Solution

We needed to find a more compelling way to show consumers that they were wrong, which they wouldn’t just automatically block out at the first mention of ‘cruise’. We needed a way to get the public coveting cruises without even realising it, so we created #NotForMe.

The campaign kicked off by sending off a series of influential Instagrammers and Vloggers to experience a Thomson Cruise, with one catch, they couldn't let on to their followers that they were on a cruise.

Our challenge to them was to share the amazing views, the amazing local food, the amazing wildlife and amazing people they met, without ever showing a cruise ship. When they finally did reveal that they'd been on a Thomson Cruise their followers were amazed and reconsidered their opinion on cruises, maybe a cruise 'is' for them.

Result

  • Over the course of the campaign we worked in collaboration with 18 Instagram influencers who combined have more than 4.6M followers.
  • They posted a total of 173 campaign related Instagram posts, generating an estimated 41M impressions, along with 633,000 Likes (over 4 x the lifetime Likes of Thomson’s official Instagram profile)
  • In addition to this the campaign generated 106 pieces of earned media coverage (64 online, 27 in print and 15 on the radio)
  • Photography produced by influencers was used for outdoor display media, in store promotional material and even on Thomson Airline’s onboard entertainment