Orient-Express has partnered with Classic FM to capture the essence of travelling on the Venice Simplon-Orient-Express and includes a competition for consumers to win their own trip.

The partnership was secured by independent media agency, AdConnection, who were briefed to secure a media partner to bring to life the magic of the historic Venice Simplon-Orient-Express (VSOE) journeys for consumers.

In response, AdConnection secured a partnership with Classic FM due to its fit with the Orient-Express’ audience both on-air and online.

To help listeners and browsers get closer to the experience, the activity saw Classic FM reporter Bob Jones travelling on the VSOE from Venice to London, recording footage at every stage of the journey.

Jones’ experiences were edited into a series of audio ‘postcards’. The activity also included on air pre-promotions, live reads and the airing of the ‘postcards’. Advertorial summaries of Bob’s trip will also be played on air.

A microsite has been created to visually showcase the journey, host additional audio footage and a competition for users to win their own trip on the Venice Simplon-Orient-Express. The competition winner will be identified and announced on 27 November.

Kate Thompson, director of marketing at Orient-Express Trains & Cruises, says: “A journey on the Venice Simplon-Orient-Express is one of life’s special pleasures. We wanted to portray its very essence to a wider audience. The demographic is spot on and the mechanic really helps deliver our key messages in a way that fits perfectly with our unique brand.”