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TAKE PEOPLE ON THE JOURNEY BEFORE IT BEGINS
CHALLENGE
Silversea needed a new approach to attract new consumers.
![](https://65g817.p3cdn1.secureserver.net/wp-content/uploads/2019/02/Silversea_Challenge_1.jpg?time=1721169234)
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.”
![](https://65g817.p3cdn1.secureserver.net/wp-content/uploads/2019/02/Silversea_Insights_1.jpg?time=1721169234)
![](https://65g817.p3cdn1.secureserver.net/wp-content/uploads/2019/02/Silversea_Insights_2.jpg?time=1721169234)
APPROACH
“Break down the stigma by taking them on the journey before it begins.”
![](https://65g817.p3cdn1.secureserver.net/wp-content/uploads/2019/02/SS_editorial.png?time=1721169234)
![](https://65g817.p3cdn1.secureserver.net/wp-content/uploads/2019/02/SS-in-magazines.jpg?time=1721169234)
EXECUTION
Capturing the audience’s imagination through inspirational creative.
Detailing the experience through advertorials.
![](https://65g817.p3cdn1.secureserver.net/wp-content/uploads/2019/02/Silversea_Approach_1_Page_1.jpg?time=1721169234)
Extending the experience through digital platforms.
![](https://65g817.p3cdn1.secureserver.net/wp-content/uploads/2019/02/SS-AUDIENCE.jpg?time=1721169234)
Incentivising an easy path to purchase.
![](https://65g817.p3cdn1.secureserver.net/wp-content/uploads/2019/02/87-1186-Wish-Mag-FP-Feb17-18805959ABv3_HR.jpg?time=1721169234)
![](https://65g817.p3cdn1.secureserver.net/wp-content/uploads/2019/02/87-1187-Travel-Indulgence-FP-Feb17-18805959AAv3_HR.jpg?time=1721169234)