MISSION: I had the opportunity to reposition Azamara Cruises within a very crowded cruise market just as COVID was beginning to let up.
Leveraging a really smart brief from planner Yadira Santana Dowling and spearheaded by The Republica Havas team, including CD Marco Merced and co-founder Luis Casamayor, CD/AD Clark Evans and I created a new campaign platform, look, and feel. We positioned Azamara for a different type of traveler, the person who travels for land-based experiences, as much as the actual ship’s amenities.
Azamara has a markedly different approach based on curating deeper land-based experiences, staying in ports longer, and visiting smaller towns where guests can experience how the residents really live. Immersion travel, they call it.
“Change The Way You Sea” resulted from our efforts and is a pun I’m proud to have sold. The whole process was fun. The team. The presentations. The whole nine years.
RESULTS: Results are closely guarded by this particular client. If the new positioning continues, and I hope it does, it’s likely working.
Such is the life of a freelancer. Wish I had something more significant to say about the effort. The agency was a real pleasure to work with.