CGN uses branding in a targeted way to maximise performance
Travel
Omnichannel Media Consulting & Activation
all on board
The Compagnie générale de navigation sur le Lac Léman (General Navigation Company of Lake Geneva), or CGN for short, is a Swiss public company that operates ships on Lake Geneva connecting cities in France and Switzerland, including Geneva, Vevey, Montreux, Évian-les-Bains and Lausanne.
The CGN ships offer cruises with aperitifs, lunches and day trips for family and friends. This campaign had two objectives: To position the CGN as a major tourist attraction in the cantons of Vaud & Geneva and to generate sales for the various cruise offers during the summer season: Aperitif, Family Pass, Gastronomy, Geneva Tour, Lausanne...
Solutions
A grassroots performance campaign provided digital presence throughout the summer, combining standard and native iab formats that aired only in good weather or in anticipation of a sunny weekend.
Branding pushes aired during the highlights of the year supported the ongoing campaign. Attention-grabbing formats such as preroll videos, YouTube preroll & bumper ads and DOOH (in train stations, shopping centres and post offices) were activated for this purpose.
results
The weather algorithm ensured that the banners were only displayed on sunny days - ideal for encouraging internet users to treat themselves to a boat trip on Lake Geneva.
Local tourism took centre stage after the Covid-19 pandemic and this led in particular to an increase in sales of boat trips in the canton of Geneva compared to previous years.
Overall:
+ 8 million impressions delivered
47% of sales were made in the canton of Geneva vs. 20% in 2019
delivered Impressions
of sales in the canton of Geneva vs. 20% in the previous year (2019)
