The cruise business has recorded rapid and significant annual business growth, mainly in the high-end segment in recent years. But these customers aren’t the easiest – according to Jetour, these high end cruise travellers are mature and experienced travellers, who have been to various places on earth and look for exotic destinations. They see cruise travel as a travel style. As consumers, they welcome promotion but are also keen on a more complete travel experience, the company said. However, the majority of the cruise travel agencies mainly target the mass market that always highlights price promotions to drive short term sales.
To address this disconnect between what their top customers expect and what the market offer, Jetour launched the brand campaign “Open sea, opens to the world’s best at Jetour” which, according to the press release, echoes with the superiority their customers expect.
The campaign starts with a thematic TVC and carries on with a series of product ads in O2O channels inclusive of MTR poster-on-wall, print ad, online banners, Youtube videos and events.
Based on data that the brand collected via channels such as their website, Facebook monitoring and response to travel events, Jetour saw a particularly high traffic and response rate of the Northern lights. It quickly identified the “Northern Lights at sea with Hurtigruten cruise” as a leading driver, and as such positioned the Northern Lights at sea prominently in the TVC and other advertisements, both OOH and online, featuring the tagline “Seeing northern light at sea is like a few minutes dating; the memory lasts for years & years”.