From day one its ambition was clear.
To become the leading premium-value cruise line for the silver market by delivering a traditional, authentic, and enriching cruise experience.
Referred to as ‘The Ambassador Experience’, they set out to provide unbeatable value, great classic ships, traditional experience, and wonderful destinations, underpinned by warm, genuine hospitality, exceptional customer service and going that extra mile.
Brand development
Campaign creative
Media
Ship livery and signage
Strategy
Building a brand
We created striking and distinctive colour scheme and designed a logo that combines classic typography with a modern twist, and offers a simple, distinctive brand mark. The ‘Ambassador A’ brand property was crafted, serving several roles, from making any marketing headlines instantly identifiable, to appearing on a giant scale on the ship itself, making the brand immediately recognisable, even at a distance.
Strategy & planning
We set about launching this new to market cruise line by understanding the target audiences’ deep-seated drivers and behaviours, identifying new-to-cruise customers, and developing an entire go-to-market, cross-channel campaign that could adapt to performance data and new technologies whilst maintaining a strong customer focus.
Superb results
Response during the launch phase exceeded all expectations, with over 10,000 unique web visitors, 2,000 Facebook followers and over 5,600 email marketing permissions recorded. The opening weekend generated 5,000 calls, 11,000 website visitors and 10,000 email marketing permissions. Over 30% of capacity was sold in just 72 hours.
The future
With the second ship, Ambition, already on the way, Ambassador Cruise Line represents the very best of the UK travel sector, and its emergence teaches us that even in the darkest times, life will go on, things will improve once more, and people’s spirit of adventure and thirst for travel is unquenchable.
“Accord has played an important role in helping us successfully launch Britain’s newest cruise line during challenging times. We work closely together and have come to view them as an extension of our team.”
Gordon Nardini
Ambassador Cruise Line