TAKE PEOPLE ON THE JOURNEY BEFORE IT BEGINS
CHALLENGE
Silversea needed a new approach to attract new consumers.
OBSERVATIONS
Our analysis showed that a 10% improvement in sales could be achieved by a 5% shift in the proportion of male customers.
However; men are reluctant cruisers.
They tend to have a pre-determined mindset, seeing cruising as a long drawn out experience with claustrophobic cabins & not enough to keep them occupied.
They seek holiday excitement; experiences that immediately gratify and reward.
INSIGHT
“Men base holiday decisions on their ability to quickly enrich their lives with memorable experiences.”
APPROACH
“Break down the stigma by taking them on the journey before it begins.”
EXECUTION
Capturing the audience’s imagination through inspirational creative.
Detailing the experience through advertorials.
Extending the experience through digital platforms.
Incentivising an easy path to purchase.
