Viking Cruises and Classic FM

The challenge

Viking have high levels of brand engagement thanks to their ongoing TV sponsorships, so the challenge was to drive consideration amongst a sophisticated traveller audience in a culturally relevant environment.

The solution

Viking Cruises have been flagship sponsors of Classic FM since May 2016. Highlights have included partnering with Classic FM Live at the Royal Albert Hall, and sponsoring John Suchet’s popular morning show. A recent campaign brought competition winners to Greenwich to experience a ‘half day holiday’ onboard the splendid Viking STAR with live entertainment from Classic FM.


Viking have seen a phenomenal 3 to 1 return on investment with their Classic FM partnerships. Competition entries number over one hundred thousand, with more than 30% of entrants opting-in to learn more about Viking. Event and through-the-line activation help enhance the partnership and give Viking a platform to engage with customers further.