New Canadian cruising vacation website TripHarbour.ca has launched a brand awareness campaign to encourage people within the Greater Toronto Area to book a cruise through the site.
Launched yesterday, the campaign is designed to build brand awareness and drive travel consumers to the site, which houses a cruise line rating system, reviews and discussion boards where potential cruisers can ask questions or view photos posted by other cruise goers, said Stuart MacDonald, president and CEO of TripHarbour.ca.
The campaign includes more than 200 billboards, 30-second radio spots as well as online ads, and uses the tag line, “Find the cruise you’ve always wanted.”
“I think the timing is perfect for a campaign like ours,” said MacDonald in a release. “Canadians still love to take vacations, and cruising represents one of the best value-for-dollar options they can choose from.”
He also said the current advertising market is ideal for the company, which was launched in 2008, to unveil the new campaign.
The radio spot opens with the sound of the ocean, seagulls and steel drums. “Before you discover this,” says the female voiceover, followed by the horn of a cruise ship. “Discover this.” This is followed by the sound of typing on a keyboard and the voiceover “TripHarbour.ca, the cruise holiday website for everybody. Connect, plan, and cruise at TripHarbour.ca.”
The spot ends with the campaign tag line: “Find the cruise you’ve always wanted.”
The campaign is running in the GTA only, because Southern Ontario makes up an estimated 65% to 70% of Canada’s cruise vacation market said MacDonald. Most of those vacations are planned and purchased between now and March, he added.
Toronto-based Envy developed the billboard and online creative, Pirate Radio developed and produced the radio commercials, while Good Wood Media Inc. handled the buy. The campaign runs until the end of February.
