Strategy & idea:
Australian-owned APT Cruises needed to define its place in the highly competitive UK market. With the market leader outspending them 10:1, Trade and Consumer buyers’ confusion, and it being a largely discount-led sector.
But primary research revealed that customers were less interested in gold taps and caviar - more in customer service & care. Leading to the creation of a new positioning & TOV – rolled out through TV, National Press and digital.
Australian-owned APT Cruises needed to define its place in the highly competitive UK market. With the market leader outspending them 10:1, Trade and Consumer buyers’ confusion, and it being a largely discount-led sector.
But primary research revealed that customers were less interested in gold taps and caviar - more in customer service & care. Leading to the creation of a new positioning & TOV – rolled out through TV, National Press and digital.
Brand campaign led by highly targeted Sky Admsart TV:
Below: Excerpts from national press ads. Brand messaging also had to live alongside tactical price promotions – a customer expectation.
Results:
Improved response and conversion rates from media. Elevated comms above the market noise. Communicated the brand for consistency amongst internal departments. Also became an invaluable platform for differentiating APT amongst their crucial (and previously confused) Trade buyers.
Improved response and conversion rates from media. Elevated comms above the market noise. Communicated the brand for consistency amongst internal departments. Also became an invaluable platform for differentiating APT amongst their crucial (and previously confused) Trade buyers.
