Hyland | Silversea
15561
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The Journey Before It Begins
THE CHALLENGE

 

With the luxury cruise market experiencing double-digit growth, Silversea’s year-on-year sales were flat.

 

It was clear that a new approach was required.

THE INSIGHTS

 

The target audience was identified as people aged 50-64 and an annual income of $200,000-plus, skewing towards male.

 

However, HYLAND research revealed men were reluctant cruisers, being concerned about the quality of cuisine available on-board, as well as having a perception the ship’s cabins were claustrophobic.

THE STRATEGY

 

Working off a strategy to ‘take people on the journey before it begins’, the plan was to focus on Silversea’s ‘Expedition’ cruising – adventure-based journeys to polar destinations.

 

The approach was to change the target audience’s misconceptions about ‘cruising stigmas’ by educating them through their passion points – specifically: travel, arts, fine dining and sports.

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THE EXECUTION

 

Interest and sales were driven using high-reaching mass media channels. Specifically, ads were screened on SBS’s news and gastronomy programs to touch on sports and food passion points, advertorials appeared in Qantas’ inflight magazine to reach travellers, while ads also appeared in select art-house cinemas to appeal to the arts audience.

 

The creative presented the experience of the cruise, while also providing a simple path to purchase by providing an easy way for audiences to find a travel agent.

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THE RESULTS

 

The stated aim of increasing male passengers by five per cent was fulfilled. The real wins, however, were seeing a 22 per cent increase in brochure downloads – well above the 15 per cent aim – while a 25 per cent increase in year-on-year sales smashed the stated goal of ten per cent.

 

In terms of raw number of people reached, the creative in Qantas inflight magazines had an audience of more than 13.7 million people, while the 670,000 people reached in cinemas was 16 per cent above the target.

LIKE WHAT YOU SEE?

 

Let’s start a conversation about the results you want and how we can help you to achieve them.

SEE MORE WORK

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