The brand, which celebrated its 25th Anniversary last year, embarked on the new campaign as a way to capture the magic and wonder that guests experience onboard Rocky Mountaineer while enriching connections with nature and their travel companions. Agency partner, DDB Canada Vancouver, used a combination of practical models and computer graphic renderings to create the new campaign and illustrate the scale and uniqueness of the luxury rail line against the superlative beauty of Canadian Rockies "Giants."
"We offer a genuine and iconic Canadian experience for all of our guests and it was time to create a campaign that could bring the experience to life in a unique and ownable way," said Monique Gomel, Rocky Mountaineer vice president of global marketing and communications. "To do this, we needed to go beyond traditional advertising norms and methods to communicate our message. Our goal was to recreate the feeling of wonder that guests experience while aboard Rocky Mountaineer, and I think we've achieved that with this new and vibrant creative."
While the new TV spot first debuted mid-January, the brand is officially announcing the new campaign this month in an effort to deliver a more emotive and inspiring experience for would-be travelers. The campaign features a number of integrated elements including TV, print, online and direct marketing that will roll out across the U.S., Canada, Australia and New Zealand this Spring.
Details of the campaign include:
- TV - One :30 TV spot "Giants"
- Print - Three full-page print ads, "Shh, Giants are Sleeping," "Seems Like it's Not a Small World After All," and "Witness Earth's Crescendo."
- Online - display advertising and rich media as well as paid advertising in social media
- Web- The new site is set to launch in late April, featuring an immersive experience including upgraded research tools and easy to find information on the four routes and more than 65 vacation packages, with responsive design and a versatile user interface.
- Web- For our trade partners, the site features a seamless experience for agents featuring individual and agency dashboards and single sign on to the website, image library and training site.
"The role of the animation style creative was to inspire brand fame and differentiate Rocky Mountaineer in the cluttered category of stunning scenic photography used to sell travel," said Cosmo Campbell, chief creative officer, DDB Canada Vancouver. "Guests had shared the insight that when you ride Rocky Mountaineer, you feel like a tiny element of a suddenly vast and fantastical world, and this is what informed our creative approach."
About Rocky Mountaineer
Since 1990, Rocky Mountaineer, the world's largest privately owned luxury tourist train, has welcomed over 1.7 million guests to inhale the mountain air and let nature take their breath away. The unparalleled experience onboard the all dome-fleet offers rich, historic storytelling, World Class cuisine and a first-hand look at the vast and untouched wild beauty of the Pacific Northwest.
With over 65 vacation packages, guests can chose from four unique rail routes, including the newly upgraded three day rail package, Rainforest to Gold Rush, and travel through iconic destinations such as Seattle, WA, Vancouver, B.C., and the majestic Canadian Rockies in Alberta. Known as one of the only ways to see the Rocky Mountains, it's no wonder that Rocky Mountaineer has received numerous international awards and accolades for service excellence, including eight World Travel Awards for both "World's Leading Travel Experience By Train" and "World's Leading Luxury Train." In 2013, it was also recognized as one of the world's "Dream Trips" by the prestigious Travel + Leisure magazine.
*Access to Rocky Mountaineer's new photo library available upon request.
SOURCE Rocky Mountaineer
Media Contacts: Hilary Strath, Communications Specialist, Rocky Mountaineer, 604-606-6322
Email Contact Jina Michael, Citizen Relations for Rocky Mountaineer, 213-996-3786