Radisson Seven Seas Cruises

New Cruise ship Campaign

Situation

The cruise market is becoming increasingly crowded and commoditized. Cruise lines can no longer depend on their ships or itineraries to distinguish them from the competition. Regent Se v en Seas Cruises’ (RSSC) brand essence was all about offering the perfect balance between on-board comfort and up-close contact with exotic destinations. Regent’s advertising strategy had traditionally been destination driven, but with new ultra luxury product coming online it was time for a change in direction. We concluded that the RSSC cruise experience was the differentiating factor.

Solution

All cruisers want the same thing: to experience the destination up-close and personal – Regent customers included. W ith one difference: RSSC cruisers think of themselves as "travelers" – not "tourists." They want up-close contact with each destination, in an intimate, luxurious environment. Lucky for them, RSSC fits the bill perfectly, delivering on all counts. With that in mind, w e de v eloped a campaign under the themelin e, "Luxury Goes Exploring." Through elegant cop y and impactful imagery, the ads create an essential emotional link with slightly humorous headlines that stand out from the multitudes of cruise ads.

Results

The campaign generated lots of industry buzz, including being selected as one of the top cruise line ads by national trade magazine, U.S. Ad Review. More importantly, it got cruisers excited about the new luxury ships and jump-started those all-important advance bookings. Although RSSC has changed ownership and its name, and run new campaigns since our original brand positioning was created, we’re proud to say our themeline has endured and is still relevant today.