Rovos Rail

Challenge

The challenge was to increase the awareness of Rovos Rail in the Italian market through a top quality media exposure in order to stimulate the desire of living this particular kind of experience.
At the same time we had to train tour operators and travel agencies on what the product is, who is the right target for the two different products by Rovos Rail which are Rovos Rail and Shongololo Express in order to increase sales for both.

Tactics

We developed an editorial calendar considering the seasonality on the different itineraries. We followed up the most important publications to ensure Rovos Rail exposure. Every itinerary has been sent to tour operators and travel agencies with rates and dates. We stimulate the most important Tour operators in order to publish this product on their website and catalog. We helped them contact the reservation department to check availability for their best clients as well as find the right itinerary for the right client.

Analytics & Results

May 2017 – september 2018
Since the beginning of our activity for Rovos Rail, we have had a good number of publications that includes both paper and online magazines.
Among the most important publications, we had a double page on Men’s Health, a double page on TTG LUXURY, and a 12-page article on DOVE, the most important magazine dedicated to travel. Rovos Rail has been published by L’Uomo Vogue, Elle, Marie Claire Maison, Corriere della Sera.
As far as online websites are concerned, Gioia.it, repubblica.it, elledecor.it, siviaggia.it and many others.
As far as sales promotions are concerned, many agencies are now aware of the product and 16 tour operators are selling the product on their website or catalog.

+16 TOs featuring the Rovos Rail products
7 press releases
168 value articles
More than € 894K AVE
More than 18 millions reach
10 Newsletters
AVG open rate 16%