Luxury cruise operator briefs MRM to get rich on board

four seasons yachtMRM has been appointed by luxury shipping firm Marc-Henry Cruise Holdings, owner and joint operator of Four Seasons Yachts, to build a luxury-inspired digital experience to woo well-healed consumers.

The company’s new vessel offers 95 spacious suites with floor-to-ceiling windows and access to expansive private terrace decks.

The largest four-level suite, at over 9,600 square feet, also includes a private spa and a private wading pool.

Reservations for select voyages and departures are expected to open in the second half of 2023, although prices have been revealed. The website simply states: “Costing will vary with the individual itineraries, and will be announced once reservations open.”

According to the official line: “With an unmatched crew-to-guest ratio, our onboard experience is inspired by a single-minded passion to make you the centre of our world at seas.

“With 50% more living space per guest than currently available in an all-suite nautical setting, our suite accommodations offer the new standard for privacy and guest-centric design.

“Our yacht’s first itineraries in the Mediterranean and Caribbean will be centred around breathtaking destinations that offer highly bespoke shore experiences, as well as one-of-a-kind overland adventures.”

The McCann Worldgroup agency has been briefed to combine experience strategy, product design, data and technology to build interest in and engagement with ultra-high-net-worth audiences ahead of the inaugural voyage, anticipated to set sail in 2025.

MRM will build what is claimed to be a “first-of-its-kind planning and dreaming engine” that keeps rich travellers engaged and invested as they prepare for the first yacht’s maiden voyage.

The agency will also centralise a content hub on the Four Seasons Yachts digital booking engine, all designed to offer a unique digital experience where members around the world can connect, plan and ultimately book their travel.

Thatcher Brown goes by the job title of chief commercial officer and head of joint yacht operations, Marc-Henry Cruise Holdings, joint owner/operator of Four Seasons Yachts.

He said: “To honour the unmatched ultra-luxury travel experiences, we will be creating aboard Four Seasons Yachts, it was important that we found a partner capable of re-envisioning the meaning of both luxury travel and yachting to adequately express these terms through digital activations. We’re excited to embark on this new initiative where managing scarcity and demand in a world class manner is essential.”

MRM chief creative officer Harsh Kapadia added: “As we enter a new era of travel, the need for a seamless digital journey – from the first website visit to the final booking – is crucial. We look to bring a blend of creativity, commerce and a pulse on culture that will help to create an experience worthy of the yachts themselves.”

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