SITUATION:

The New Orleans based river cruise line travels through America's inland waterways onboard the only floating hotel barge in America, the R/B River Explorer. The 730-foot barge transports 196 passengers along America's six river regions, rediscovering small towns, and "Sharing America's Stories." The excursion line targets an older demographic - focusing on retirees with disposable income. RiverBarge currently has a 40 percent guest return rate, but as their clientele continues to age they are looking to attract new, younger guests. 

STRATEGIES:

The Ehrhardt Group initiated a national campaign through a series of monthly releases, promotions, earned media and events. The Ehrhardt Group also continues to book travel writers from across the country on a RiverBarge excursion, to ensure feature story coverage.

RiverBarge is currently celebrating their 10th year in operation, and to commemorate a decade of "Sharing America's Stories" The Ehrhardt Group initiated an "Online Scrapbook," an interactive page on riverbarge.com where past guests can upload their favorite photos and memories from their RiverBarge Excursion. Potential guests can visit the site as a means of third party credibility, and travel professional can use it as a tool to book new guests.

TACTICS:

  • Media Relations
  • Press Trips
  • Online Interaction
  • Events

RESULTS:

  • The Ehrhardt Group generated over 47 millions audience hits from May 2007 to May 2008.
  • Generated multiple stories in the Washington Post, Atlanta Journal-Constitution, MSN.com, Newsday, Cincinnati Enquirer, San Diego-Tribune and Arthur Frommer's Syndicated Travel Column since January 2008.
  • Organized, planned and executed the First Landing excursion to Pittsburgh, generating over one million audience hits from media coverage.
  • Developed, researched, organized and executed RiverBarge's "Online Scrapbook" - an innovative, interactive marketing tool on RiverBarge.com.

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