Abercrombie & kent
re-launching luxury expedition cruises
Operating on all seven continents with 55 offices in more than 30 countries around the globe, tour operator Abercrombie & Kent has long been lauded as a leader in the luxury travel space. With robust experience on land and in the air, A&K took to the water to customize cruise itineraries focusing on the destination over the ship. Dubbed “cruising for the non-cruiser,” A&K’s Luxury Expedition Cruising had been floating among a crowded market and needed a fresh approach. In a sea of competition and a heavily saturated media market, LDPR was tasked with highlighting an already existing product as “new” and putting A&K’s luxury chartered journeys at the forefront of cruising stories.
Results:
The team secured TV broadcast on: Good Morning Washington + NY1, 23 print stories in A-list publications including Robb Report, NY Times’ “52 Places to Go,” AFAR, Modern Luxury, Town & Country, etc.
42 digital features in high traffic consumer outlets including: LA Times, Departures, Travel + Leisure, etc., and trade stories in: Cruise Critic, Travel Pulse, Travel Agent, etc.
Positioned A&K as experts on Antarctica at NYC round table with nine top editors.
Overall reach of 205+ million impressions, with $4.15 million PR value; 4,500+ web referrals
