Viking Cruises, China
BizCover.com.au
September 8, 2020
American Express The Gourmet Explorer
September 8, 2020
Viking Cruises, China is a cruise line providing river, ocean, and expedition cruises. Its operating headquarters are in Basel, Switzerland, and its marketing headquarters are in Los Angeles, California. The company has three divisions, Viking River Cruises, Viking Ocean Cruises, and Viking Expeditions.
Why did Viking engage Xander, a recent member of our Partner team?
Viking were launching specialised cruises across Europe aimed at the mainland Chinese market. They needed a partner company to help promote the brand, educate the audience on the product category and help setup crucial infrastructure in China.
What Xander did.
Chinese Master Chef Judge - Steven Liu was recruited to be the "cruise director" and face of Viking in a series of videos shared via social. His presence was instrumental in breaking down product category barriers.
The website which linked into Weibo, wechat and alitravel had to sell the trip with grand photography whilst putting mobile first. The site was optimised to address site traffic via analytics - ultimately better surfacing key messages and facilitating sales. Social was used to promote Steven Liu via a series of webisodes.
