2020 Silver Travel and Leisure

Client: Viking

Campaign Name: Staying Connected with Viking.TV

Campaign Overview

Around the world with TV

Viking’s temporarily suspended cruise service was determined to help its community stay connected with a brand new channel.

Strategy

In March 2020, Viking became the first cruise line to announce a temporary suspension in operations because of the pandemic. It wanted to find a way to recreate experiences and continue delivering its cultural programme. The brand’s target audience includes culturally curious and well-travelled, loyal guests aged 55+ and over.

Viking.TV, a new digital platform, was quickly developed as a way to build community, stay connected and share positive experiences at a time when people were staying at home, not travelling. Imedia8 also worked on the initiative.

A key aim was to reach a new audience, especially people who have not previously considered cruising.

The open-access livestreams - also available on demand - aired at the same time every evening to help guests maintain a routine. Viewers joined the conversation and interacted by submitting questions in real-time. Visitors could also access Viking-produced destination insights showcasing history, art and culture from across the globe.

Creativity

Viking.TV featured reading lists, filmography and music playlists from different itineraries so visitors could read, watch or listen their way around the world from home. “The Kitchen Table”, for example, is a digital cookbook that features recipes from diverse destinations. Visitors could submit their own favourite recipes.

As many Viking guests are grandparents the channel also featured content to help keep children entertained. Meanwhile, it provided a forum where guests and crew could exchange greetings, reinforcing the tight community bonds that form as part of the travel experience.

Results

Viking.TV has broadcast more than 160 livestreams featuring original content. Live sessions and on-demand episodes have been enjoyed by more than 1.1 million unique users. The company has received hundreds of letters praising the channel and it has received innovation awards for the initiative.

The Team

Viking Cruises - Karine Hagen, Executive Vice President - James Prismall, Digital Production & Content Manager

Contributors

Imedia8