After a protracted pause, cruise traces restart their advertising: Journey Weekly


Johanna Jainchill

With their ships on pause throughout most of 2020, cruise traces had been understandably quiet when it got here to advertising their sailings to shoppers.

That is been altering.

Norwegian Cruise Line’s Break Free promoting made the most important advertising splash of final 12 months, when in November its first international marketing campaign since March invited viewers to “look past the confines of 2020.” Set to the lyrics of “I Wish to Break Free” by Queen, Norwegian mentioned the marketing campaign impressed a wave of bookings.

However different traces have rolled out smaller, and typically very distinctive, campaigns which can be largely online-only and in some circumstances particularly goal previous visitors. 

Regent Seven Seas Cruises started a social media marketing campaign this month that profiles ship employees and crew by means of brief movies that spotlight their backgrounds and households.

Within the clips, the crew function narrators. Referred to as The Coronary heart of What We Do, the marketing campaign offers visitors a take a look at the lives of the crew who many cruisers consider as mates after years of returning to the identical ships. (For one more instance of the passenger-crew bond, see the GoFundMe effort by repeat Silversea passengers, which up to now has raised almost $125,000 for out-of-work crew). 

Regent’s first video options John Barron, cruise director on the road’s latest ship, the Seven Seas Splendor, who relies in Newcastle, England. Throughout his video he talks about how he and his spouse first labored collectively on the Seven Seas Navigator and his 21 years at Regent. 

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One other options Jorge Caeiro, a maitre’d who will present viewers the olive groves in his Northern Portugal. The brief movies will run throughout Regent’s social channels, with a brand new video each two weeks.

Additionally this month, Carnival Cruise Line leaned on considered one of its large names in a small means.  

Carnival’s CFO — or Chief Enjoyable Officer — Shaquille O’Neal launched a “Mini CFO” sidekick to advertise the road’s short-cruise choices. 

A collection of movies and digital media will function Shaq’s pocket-sized counterpart to spotlight Carnival’s three- to five-day cruises from numerous U.S. homeports. The marketing campaign is working throughout digital, social and commerce websites, together with the road’s journey advisor portal, 

It’s the newest in a collection of online-only advert campaigns Carnival has launched within the final 12 months. One other small, Shaq-focused marketing campaign ran round Halloween, referred to as the Pumpkin Ball; the road’s On line casino Crew ran a partnership with Wheel of Fortune; and a Smile at Half Moon Cay marketing campaign in December put a highlight on the road’s non-public Bahamian island. 

Royal Caribbean Group CFO Jason Liberty mentioned this week that it would not anticipate to broadly ramp up advertising till extra ships are again in operation, however it has made some exceptions.

When Superstar launched All the time Included pricing, which incorporates drinks, WiFi and gratuities in its base cruise fare, it naturally wished to let individuals know. 


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