Fred Olsen Cruise Lines is aiming to modernise its heritage travel brand with the appointment of Lucky Generals to handle its global account, following a three-way shoot-out against Ace of Hearts and Wonderhood Studios.
The appointment, which follows a review handled by Ingenuity+, sees the agency take over from Blunt House, which had previously handled campaigns on a project-by-project basis. Media planning and buying will remain with incumbent agency Accord.
Fred Olsen recently joined forces with Channel 4 to become sponsor of the broadcaster’s escapism content, such as Four in a Bed and Perfect Pub Walks.
The partnership saw the cruise giant sponsor content during Channel 4’s escapism line up, which also includes shows such as Matt Baker: Travels with Mum and Dad, 2 Men on a Bike and Popmaster TV.
Meanwhile, earlier this year, Fred Olsen launched what was claimed to be an industry-first “hybrid AI” campaign created using hybrid AI technology, combining human-led creative disciplines with generative AI.
The campaign included the debut of what Fred Olsen describes as the world’s largest AI digital twin for a single object – a Fred Olsen cruise ship. The digital twin was created by production partner nmatic.ai, one of the world’s first hybrid AI creative production studios.
The TV commercial was directed by five-time Emmy Award-winning director Jonathan Jones and followed Fred Olsen’s “chief alchemist” who infuses ingredients that create “The Fred Olsen feeling” into a miniature ship in a bottle, before transitioning to show passengers enjoying their cruise experience.
The appointment of Lucky Generals comes at a crucial moment for Fred Olsen. The company is seeking to reposition its market presence as it looks toward future voyage schedules.
The agency has been briefed to develop a major platform idea aimed at shifting consumer behaviour and broadening the operator’s consumer base.
The creative strategy will aim to introduce the brand to new demographics while carefully retaining the deep-seated loyalty of the company’s existing customer base, which is largely comprised of travellers aged 55 and over.
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