A Journey Like No Other
Brand Campaign
Orient-Express is a name synonymous with luxury travel, but to most only for the luxury train. To widen the understanding to encompass the rest of the portfolio we created a brand campaign.
Brand film
We created a series of online films following a fictitious family that would have a series of adventures showcasing an aspect of unique portfolio.
The films were produced by Swedish film-maker, Kalle Gustafsson. Working closely with our agency Chandelier and their creative director, Richard Christiansen. I was heavily involved in all aspects of the creative process, from scripting, casting, production and finally editing.
The journey
These films would be promoted through online channels, each character of the family would be aimed at different sectors of our potential audience (both future and current). The advertising was heavily targeted on our focus groups. Media placement was handled by Criterion Global. The campaign was to be supported by a microsite and pushed through our social media channels and extensive PR. The campaign page was linked to our Facebook and YouTube.
Using optimisation of the most successful adverts we were able to better target the creative. 130 million impressions delivered with a 0.41% click through rate. Over the 8 week campaign we reached 32m who saw the ads over 4 times. The films were watched by 190k viewers, most watched 2 films. Our Facebook account added another 10k fans, the majority who have been retained with follow up campaigns. With follow up research by IPSOS it was found that in the US market of luxury hotels providers Orient-Express was the 4th most recognised brand.
