Higher brand awareness and brand consideration for tour specialist NRV

Travel specialist NRV has evolved from a long-haul tour operator to a travel specialist that also offers tours in Europe. The tour specialist's ambition is to become the market leader in offering tours. To increase brand awareness and clearly position the different tour categories among the target group, DPG Media developed a cross-media campaign. And with success! The campaign boosted assisted brand awareness and realised positive effects on NRV's image. Wondering how we approached this? Then read on quickly.

Positioning NRV as a tour specialist

Travel specialist NRV was a long-haul tour operator that evolved during corona into a tour operator that also offers tours in Europe. The travel specialist's goal is to become the market leader in this field. With this campaign, NRV wanted to increase brand awareness and clearly position its global offering in various product categories. These include group travel, private travel, family travel and cruises. DPG Media devised a cross-media campaign for this.

A strong cross-media approach

To achieve the objectives, a cross-media approach was devised, using both online and print. NRV has different target groups for the travel they offer. However, they mainly target 45-plussers who are interested in long-distance travel as well as 35-plussers with children aged 6 and above who are also interested in travelling. From an extensive NMO target group analysis, we looked at which DPG Media titles reach this target group best. Ultimately, VTP (Volkskrant, Trouw, Het Parool) and several regional dailies were chosen. In addition, a creative branded comic about the Big Five was included in Donald Duck. The seamless video and seamless carousel were targeted at the two target groups. And with results!

The campaign KPIs were comfortably met and the seamless ads performed above expectations. The CTR of the first seamless carousel achieved a CTR of 0.72% (benchmark: 0.45% - 0.55%) and the second seamless carousel achieved a CTR of 0.68%.

In addition, DVJ insights' campaign effect measurement showed that the campaign achieved great results for the brand. The campaign's creative expressions are highly evaluated as fun. Consumers indicate that all the expressions tell something new about travelling around.

Higher assisted brand awareness and brand consideration

The campaign has resulted in higher aided brand awareness. Consumers are also considering NRV more often because of the campaign. The campaign message comes across clearly to half of the respondents. With exposure to the campaign, more consumers plan to visit NRV.co.uk and consumers are better informed about NRV's offer.

Positive effects on NRV's image

The campaign has had positive effects on NRV's image; consumers who have seen the campaign (exposed) are more convinced that NRV has regular offers and gives value for money. Quantitatively, the type of associations remained stable, but we see from the open associations that exposed consumers associate NRV more often with ‘’beautiful‘’ and ‘’reliable‘’.