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.

DEVELOPE

mag-travel-book1 Magellan Residential Cruise Line

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.

magellan-slide1 Magellan Residential Cruise Line
magellan-slide1 Magellan Residential Cruise Line
magellan-slide2 Magellan Residential Cruise Line
magellan-slide3 Magellan Residential Cruise Line
magellan-slide4 Magellan Residential Cruise Line
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magellan-travel-book Magellan Residential Cruise Line

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.

mag-sales-book Magellan Residential Cruise Line
mag-passport-cover Magellan Residential Cruise Line

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.

mag-passport-spread Magellan Residential Cruise Line

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.

mag-advertising Magellan Residential Cruise Line
mag-postcard Magellan Residential Cruise Line

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.

mag-e-blast Magellan Residential Cruise Line

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.

mag-club-book Magellan Residential Cruise Line

A+ RESULTS

mag-results Magellan Residential Cruise Line

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.