Rocky Mountaineer launches new integrated marketing campaign in Australia via DDB Canada
Rocky Mountaineer, a world leader in luxury rail travel, has launched its new integrated brand marketing campaign, ‘All Aboard Amazing’ in Australia and New Zealand via DDB Canada.
The campaign features animation style creative paired with live action photography to depict the awe inspiring journey guests experience when travelling through the majestic Canadian Rockies aboard Rocky Mountaineer.
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.
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.”
Says Monique Gomel, vice president of global marketing and communications, Rocky Mountaineer: “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. 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 travellers. 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 in 2016.
Says Cosmo Campbell, chief creative officer, DDB Canada Vancouver: “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. 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.”
4 Comments
She must be on shrooms
There’s nothing authentic and ‘genuine’ about a landscape made of paper – no matter how majestic. ‘Saw this and called up Challenger for investment advice.
Who did the animation?
You have to forgive them for being a little slow aye.
“It said Rocky Mountaineer. All aboard amazing.”
And – let’s not show off the only asset you have (stunning beauty). Let’s make it all look like cardboard.