With the summer finally arriving in the UK this week, many people will be in holiday mode at last, and as if by magic here comes a new integrated brand campaign designed to big up the joys of going on a cruise…
Yep, Marella Cruises ‘Adventure Awaits’ targets those who are yet to experience cruising by showing how one of its breaks is the perfect way to discover what it claims are “enriching experiences”.
Live across TV, print, digital and social media, the campaign is led by a new 40 second spot running on ITV, Channel 4 and Sky which has been created in partnership with Leo Burnett UK and production agency Brace Productions London.
Viewers follow the journey of a seemingly newly single mum heading off on her first holiday alone, which just so happens to be a Caribbean cruise. Initially she spends some time chilling on her own and texts home for comfort.
However, she soon meets a band of other seemingly single mums who are having a whale of a time, with day trips out followed by plenty of food and booze on board.
She even spots a potential new fella across the bar (hopefully he is single too although you don’t get to find out) – “Love Boat” eat your heart out. Suddenly she ditches her phone, joins in all the fun and get into the swing of cruising.
Marella Cruises managing director Chris Hackney said: “We wanted to capture the feeling of ‘if not now, when’, which is something we know the audience relate to now more than ever.
“Our campaign celebrates the joy of cruising as a trip that leaves customers richer than when they left their home. It’s a journey of many experiences and multiple destinations, that customers can embrace in a single booking.”
So, what is the consensus around the Decision Marketing office?
Well, naturally when most people think of what it would be like going on a cruise, they think of a boat stuffed with smug, well-heeled oldies, telling all and sundry how well travelled they are. We couldn’t think of anything worse.
To be fair to Marella, at least they make a bit of an effort to show that there is another side to cruising and Saga Holidays did quite a good job of that, too. Whether anyone will be won over of course is another matter.
But give us another decade and we’ll probably be living it up on the high seas with the best of them.
Decision Marketing Adometer: A “don’t pipe us aboard just yet” 7 out of 10