Great Rail Journeys (GRJ), the world’s leading provider of escorted and independent rail holidays, has appointed The Lucre Group to be its UK PR agency. The Lucre Group, encompassing Lucre; Search Savvy PR, and RICH; content that moves you, will work across the entire brand portfolio.
Strengthening the agency’s already industry-leading credentials in travel and leisure, Lucre’s remit will span both digital and traditional media and include PR, influencer outreach, events, experiential and content creation and seeding.
York based Great Rail Journeys offers almost 400 itineraries to over 50 countries globally. GRJ caters for a growing demographic group of culturally interested 55+ year old travellers who typically prioritise travel spend within their household budgets. Popular itineraries include a tour of India’s “Golden Triangle”, exploring the Swiss Alps on the Glacier Express and an iconic journey across Africa from Dar es Salaam to Cape Town. Last year, over 50,000 customers enjoyed a GRJ holiday and the Company is proud that over half of its business each year comes from its database.
Lisa Wood, Sales and Marketing Director for GRJ, said: “From the very first meeting we loved the way the Lucre team think about PR in its broadest sense. Their Search Savvy PR approach, which integrates digital and traditional media seamlessly, aligns so well with the direction we’re taking across all our marketing activities. It’s an exciting time right now, with the GRJ team having real ambition to grow the business. The Lucre Group will be a vital partner in helping us shout about our award-winning holidays.”
Tamarind Wilson, Lucre co-founder and Director added: “Travel and Leisure continues to be a lead specialism within our business and this appointment is one which has delighted the entire team. The Great Rail Journeys portfolio is both diverse and dynamic which will give us so much great content to leverage. With work already started we are enjoying working alongside the GRJ team in helping them to realise the exciting plans afoot.”