10.86m
people saw or heard the Ambassador Cruise Line campaign
Travel Impact
Results that go beyond reach.
10.86m
1,400
passengers booked. The whole ship sold out.
4.25m
total reach for Switzerland Tourism
Nominated
Best Media Partnership, Travel Marketing Awards 2025
Switzerland Tourism × Magic Radio
One iconic song.
One dream destination.
The challenge
Switzerland Tourism had never run a radio-led campaign. For winter 2024, they wanted to link Swiss winter breaks to a cultural moment: 40 years of Wham!’s Last Christmas, filmed in Saas-Fee.
The idea
We built a multi-platform partnership on Magic Radio, a natural home for nostalgia and Christmas music.
What we did
A joined-up campaign designed to build awareness, create excitement and turn festive nostalgia into genuine destination interest.
On air
Promotional trails & presenter live reads
Running from 13 November to 29 December
across Magic Radio.
Live broadcast
Magic Breakfast Show competition rounds
A live broadcast plus on-air competition
moments that drove engagement.
Digital
Watch and Win competition
An interactive competition hosted on the
Magic Radio website.
Video
Content filmed in Zürich and Saas-Fee
Bringing the destination to life with
high-quality visual storytelling.
Social
Targeted social ads & presenter social content
Extending reach with social amplification
and trusted presenter voices.
Prize mechanic
Winter getaway to the filming location
A compelling prize to the
Last Christmas filming location
in Saas-Fee.
The results
A campaign with lasting impact
The partnership didn’t just create festive attention — it delivered scale, stayed memorable and earned industry recognition.
Total reach
4,251,954
4,251,954
people reached across all platforms during the campaign.
Performance
Exceeded
Exceeded
Several campaign targets were beaten across the activity.
Awareness
Sustained
Sustained
Brand awareness continued for weeks after the live broadcast.
Industry recognition
Nominated for Best Media Partnership
Nominated for Best Media Partnership
Travel Marketing Awards 2025
“It was without doubt our stand-out campaign of 2024.”
Switzerland Tourism (UK/IRE)
Ambassador Cruise Line × Greatest Hits Radio
A radio station went to sea.
A radio station went to sea.
The ship sold out.
The challenge
Ambassador Cruise Line was three years into the market and needed to stand out against bigger names. Their audience: cruise fans aged 55 and over.
The idea
We created the Greatest Hits Radio Escape: a five-night themed cruise to Hamburg and Amsterdam, hosted by Greatest Hits Radio presenters including Ken Bruce, Martin Kemp, Kate Thornton and Jenny Powell.
What we did
A campaign that moved from the airwaves to the open sea, combining trusted presenters, competitions, digital content and a live branded experience.
On air
A week of live reads with Ken Bruce
A week of live reads with Ken Bruce
Presenter-led promotion supported by listener competitions to win places aboard the cruise.
Digital
Always-on campaign hub
A dedicated campaign page featuring cruise details, content and competition entry.
Social
Social promotion & video teasers
Campaign content extended the experience beyond radio and built anticipation before departure.
Onboard
DJ sets, Q&As and an 80s night
Guests experienced live entertainment with Greatest Hits Radio talent, including Martin Kemp.
Content
Post-cruise highlight campaign
A wrap-up video and highlight reel extended the story after the ship returned.
The experience
Greatest Hits Radio became part of the holiday
Rather than simply advertising the cruise, the station and its presenters became part of the product itself.
The results
From attention to a sold-out ship
The partnership generated mass reach, stronger brand awareness and measurable action — culminating in every available place being booked.
Campaign reach
10.86m
10.86m
people saw or heard the Ambassador Cruise Line campaign.
Impressions
242m
242m
impressions delivered — 19m above forecast.
Brand awareness
+18%
+18%
among Greatest Hits Radio listeners.
57%
recalled the campaign
recalled the campaign
71%
felt inspired to take action
felt inspired to take action
SOLD OUT
Commercial impact
1,400 passengers booked.
1,400 passengers booked.
The whole ship sold out.
Why audio works for travel
Reach people while they dream about their next trip
Travel decisions start long before someone opens a booking site. Radio and digital audio help brands inspire people while their next trip is still taking shape.
01
Be there before the search
Radio reaches people at home, at work and on the move, long before they open a booking site.
02
Borrow trusted voices
Listeners trust their favourite presenters. A recommendation from them feels personal.
03
Go beyond the ad break
Competitions, presenter trips, video and live events turn a campaign into an experience.
04
Target your market
Run nationally, or focus on the regions your flights and sailings depart from. Add digital audio to reach listeners on any device.
From first chat to on air in three steps
Tell us what you need to achieve. We’ll turn it into a clear, practical audio campaign and take care of the journey from planning through to launch.
01
Start here
Tell us your goal
A new route, a quiet season to fill or a launch to make noise about.
02
We build it
We plan the campaign
We pick the right stations, regions and ideas, then give you a clear recommendation and quote.
03
Ready to launch
You go on air
We make the ads, run the campaign and report back on the results.