In Brief

The Viking River Cruise Line strives to be relevant to its consumers, if not always its own brand.

Despite the fact that everyone seems to be talking about content creation, very few brands can actually present a case that holds together under careful scrutiny.  One brand that has its content act together is Viking River Cruises evidenced by an expansive library of gorgeous videos that have generated over 6 million minutes of viewing, an online international recipe collection that makes you hungry for its destinations and social media that is actually social.

Initiated three years ago by their CMO Richard Marnell, Viking’s content not only helps build awareness of its cruise line but also, and more interestingly, keeps customers engaged between booking a trip and actually boarding a ship.  I was delighted to catch up with Richard at The CMO Club Summit in Los Angeles recently for a panel discussion. Even if you aren’t quite ready for a river cruise, anyone interested in setting up a ship-shape content program will want to read on.

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