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Hebridean Cruise Lines
Brand Positioning, Media Planning and Buying, Press, Online Marketing, eCRM, Brochures,
Partnership activation
Truth
How to sell a premium all-inclusive cruise experience without the ‘glamour’ associated with established luxury brands such as Silver Seas, Yachts of Seabourne and Cunard.
Insight
By understanding the psychographics of the ‘prestige’ as opposed to ‘luxury’ consumer, we were able to identify the key benefits that would attract this typically introspective group. Personal service, comfortable rather than luxurious surroundings and not feeling part of a crowd were all important aspects.
Emotion
With Hebridean Spirit carrying 68 passengers and Hebridean Princess just 36, the 'Private View' campaign focused on the benefits of being one of the few rather than the many. Access to smaller, less visited ports and natural wonders, the lack of a self-made ‘crowd’ when going ashore and the intimacy aboard all provided highly salient and appealing messages for the target audience.
Success
Reduced cost of customer acquisition (new and repeat) by over 20% while achieving target occupancy levels for both Hebridean Spirit and Hebridean Princess.
