The success of higher intensity marketing

Celebrity Cruises is a luxury cruise brand, in a market which is already cluttered with 55 other cruise companies. To help increase both their sales and brand awareness, and following encouraging trials in the US, we embarked on a high impact ‘intensification’ campaign that specifically targeted wealthier than average areas in London and the Home Counties.

Research showed that for those living in London, it was only in the action-packed summer months that the residents were more reluctant to leave. With this in mind we launched a two-phase creative campaign. In late spring the phase one proposition was about escape and in mid-summer we set out to make London less desirable by communicating ‘Today London. Tomorrow the world.’

We developed a multimedia ‘hothouse’ campaign of tailored local marketing.

  • Press
  • Direct mail door drops
  • Fully-branded taxis with goody bags and a driver who was briefed to talk about Modern Luxury
  • O2 Arena sponsorship
  • Underground posters
  • A takeover of the travelator in Waterloo Underground
  • A takeover digital LCD displays at Euston Station

Celebrity Cruises also appeared at organised events where previously they had never been seen before such as Taste of London and Kew the Music.

This intensive brand-responsive push not only showcased how Celebrity Cruises differed from other cruise lines, but lead to a massive 60% increase in brand awareness.