Client: Fred. Olsen Cruise Lines
We turned an assumed category weakness (smaller ships visiting less popular destinations) into a virtue, launching a new service that highlighted the promise of memorable moments that only smaller ships can deliver. The Moments Crew was made up of famous, but credible, talent who appealed directly to the 55+ year-old target audience, resulting in Fred. Olsen winning the crucial turn-of-year period with a massive 48 per cent share of all cruise-related conversation (27 per cent more than its nearest competitor), increasing consideration and driving more bookings compared to the previous year.