Melissa Doyle to feature in Avalon Waterways campaign launching Boxing Day
Globus’ cruise operator Avalon Waterways is set to launch a new campaign on Boxing Day, featuring the voice of journalist, radio presenter, TV host, and author, Melissa Doyle.
Designed to heighten brand awareness, the new campaign – ‘Cruising Elevated’ – leans into the prediction that travellers will shift their priorities in 2025, to focus on enjoying the journey as much as the destination.
The multi-channel campaign spotlights its brand positioning and reignites Avalon Waterways’ messaging.
Chris Fundell, head of marketing Asia Pacific at Globus Family of Brands, said the campaign hopes to introduce more consumers to Avalon Waterways and showcase its “truly elevated offering of river cruising”.
“Avalon Waterways cruise is an unparalleled experience; from intimate cruising in our Panorama Suites that guarantees guests uninterrupted views of the scenic shoreline, to our diverse menu of immersive shore excursions – this campaign has been developed to show it all,” he said.
Doyle – an Australian ambassador of Avalon Waterways – has been integral to enhancing brand awareness of the brand amongst its target Gen X audience.
“I am thrilled to be involved in Avalon Waterways’ latest campaign to introduce or reintroduce the brands’ point of difference to Australian travellers,” Doyle said of the new campaign.
“The luxurious suites, attention to detail, flexible itineraries with freedom and choice that elevates Avalon above the rest and makes it the perfectly customisable holiday to have with family or friends.”
She reflected on a recent trip she went on with her daughter Talia, and said she now has a deeper appreciation for the beauty of river cruising.
“It was so special to share the Avalon experience in a once-in-a-lifetime trip with Talia where we could connect, relax and soak in the twinkling festive sights from the Danube,” Doyle said.
“Whether we were wandering through the Christmas markets with our guided tour or sipping hot chocolate from our Panorama Suite onboard, ‘Cruising Elevated’ is really the perfect description to encapsulate what it’s like to travel with Avalon.”
The campaign will be live on Boxing Day, across TV, BVOD, OOH, radio, and social channels, until March.
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