Case Study Template
A WORLD-CLASS BRAND FOR A CRUISE AROUND THE WORLD
Residential Cruise Line needed help promoting their new concept development – the Magellan – a majestic residential ship scheduled to travel around the world every two years. We created sales collateral material and deployed a multimedia campaign targeting the affluent, luxury consumer.
DEVELOP
THE TRAVEL BOOK
We developed a coffee table book featuring the ship’s world-class amenities, floor plans and travel itineraries. With a projected itinerary of 150 countries and 300 ports of call, we designed more than 60 color-coded sections highlighting each destination with hand-picked photography to portray their unique culture and charm.
SALES COLLATERAL MATERIAL
We created a custom folder with sales sheets and CD, featuring the ship’s luxury residences and amenities, prices and purchasing information.
THE PLATINUM PROGRAM BROCHURE
To promote the exclusive Platinum Program – a program available only to full owners of residences on the ship’s upper two decks – we designed an informational booklet in the shape of a travel passport. It detailed all of the program’s exclusive perks and privileges.
DEPLOY
PRINT ADVERTISING CAMPAIGN
To reach a selected group of luxury brand consumers, we developed a national print campaign that ran in luxury magazines such as Condé Nast, Executive Traveler, Golf, Trump, Cigar Aficionado, Abercrombie & Kent, Estates West and Luxury SpaFinder; and newspapers such as The Wall Street Journal, The New York Times, and USA Today.
DIRECT MAIL CAMPAIGN
We developed a weekly direct mail campaign featuring the ships’ itinerary for each particular week. We targeted demographics with appropriate income and a known predisposition for travel and luxury living.
E-BLAST CAMPAIGN
In conjunction with the postcard campaign, we launched an E-blast campaign, allowing consumers direct access to the company’s website and more detailed information about partial and full ownership options.
THE MAGELLAN CLUB
The Magellan Club offered partial ownership options through a membership program. We developed a campaign featuring ads, an informational brochure, and E-blasts to promote the program.
A+ RESULTS
The result was a bold, luxury brand that set the bar for this anticipated ship that counted NASA astronaut, Buzz Aldrin, as one of its future residents.
