OCEANS CRUISES™

CLIENT — America’s largest day cruise operation with twelve ships sailing from eleven ports in the Southeastern U.S.;
MARKETING CHALLENGE — Prior to GOLD, passenger counts were flat and a fully integrated marketing plan did not exist to engage their core audience in exciting new ways;
PRIMARY RESEARCH — Our qualitative and quantitative research evaluated a series of test campaigns featuring an array of product advantages. Based on the findings, a common campaign was created that resonated with prospects, substantially increasing awareness and visitation;
CREATIVE SOLUTION — We developed a multi-media campaign featuring “The King” (Elvis Presley look-alikes) who communicated the brand’s Vegas-style gaming action in a whimsical, memorable way; and
RESULTS — In 90 days, the campaign’s television spots doubled their awareness; social media grew their database of prospects 375%; and online couponing resulted in 8,500 redemptions. In 12 months, the client realized a 25,000-person passenger increase. And the campaign won numerous international awards.