Submitted by Anonymous on Fri, 08/12/2011 - 12:51
case study
product:
Cruises-branding campaignassignment:
Make the most of the existing positioning line --"Cruising Italian Style". Significantly increase number of U.S. passengers on Caribbean and European cruises who wanted a cruise experience with a touch more “amore”.making a tough job tougher:
Costa is a global brand owned by The Carnival Corporation. But Costa's marketing budget is dwarfed by its competitors. In addition, and unlike competing lines, Costa ships do not cruise the Caribbean for much of the year.solution:
A top-to-bottom rebranding, including a new marketing campaign. The process began with an exhaustive audit of proprietary and industry research, Costa’s marketing materials and exhaustive review of their competitors. Not to mention interviews with all senior staff in all departments, including shipboard staff. Market research showed that "Cruising Italian Style" registered with consumers as primarily a dining style. BSG expanded the concept to encompass the true Italian way of life: joyous, friendly people, celebration, romance, living life to the fullest. The core iconic image featured a new Costa ship on a beautiful calm sea contrasted with a reflection of a gondola and gondolier. We then added "That’s Amore" to their theme, adapting the famous song for use in appropriate media.result:
Since Costa selected BSG as their ad agency, they've added four new ships to their fleet, along with dozens of new ports and itineraries around the world. Costa recently achieved their Caribbean cruise passenger goal three years early. There are more than a million passengers a year now take a Costa cruise.