Case study
Case study: a 300+ creator brand trip that introduced cruising to a new generation
Build brand awareness for a cruise line among people who had never considered a cruise. The answer was not an advert. It was three hundred creators on a ship.
Virgin Voyages came to the brief with a challenge most travel brands would recognise: a brilliant product with an audience problem. Cruising carried associations that did not fit an adults-only ship with a rooftop running track and a tattoo parlour. The brand needed to reach UK travellers - younger, social-first, sceptical of cruising - in the places they actually make travel decisions.
The brief
Build brand awareness and increase social reach for Virgin Voyages among UK travellers and cruisers of all ages, through content creation and influencer marketing - at a scale that would register culturally, not just statistically.
What we did
We combined our influencer portfolio with full campaign management: initial outreach, booking travel for applicants, overseeing deliverables and social postings in line with contracts, and analysing each influencer's individual performance. Onboard, we developed creator-led content showcasing the ship's personality and adults-only vibe - Reels, TikToks and short-form clips built around what the experience actually feels like.
- Creator sourcing and vetting across travel, food, fitness, wellness, fashion and lifestyle
- Outreach, contracting and full travel logistics for every creator
- Deliverables management against agreed content schedules
- Individual performance analysis and end-of-campaign reporting
The results
- 300+
- Influencers managed
- 4.3K
- Pieces of social coverage
- 23.5M
- Total engagements
- 402M
- Combined following
- 1.27M
- Estimated press views
The scale was the story. Three hundred creators experiencing the same ship, each telling it their own way, is a form of reach no media buy reproduces.
The campaign generated thousands of pieces of authentic coverage that continued working long after the sailing - saved, shared and searched by exactly the audience the brand needed. If your property or brand has an audience problem that polished advertising has not solved, this is the shape of the answer. Talk to us about what it would look like at your scale.
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