Cruise lines' marketing slogans

[1980dory]

I was cleaning up some old cruise brochures and had noticed the changes in the marketing slogans that different cruise lines used.

 

For example, in the early 2010's, HAL used "A Signature of Excellence" underneath its name and logo. On the back cover page of the brochure, they further described themselves "consider the timeless sophistication of Holland America Line", or "experience the 5-star sophistication of Hollan America Line". It was still used in their 2016/17 brochure. But then starting from the 2017/18 brochure, it was changed to "SAVOR THE JOURNEY" (yes, all in capital letters). For Princess, it was "escape completely" a few years back, but today, they use "come back new".

 

Does anyone notice or care about what marketing message these cruise lines use? Do you like/dislike, or agree/disagree to any of them?

 

'Savor the journey' targeting Weightwatchers.

'Escape completely' targeting inmates.

'Signature of Excellence" targeting calligraphers.

[1980dory]

Remember in the early 90's Celebrity's Tag line was, "let us exceed your expectations".

 

 

I never have any expectations so how can they be exceeded? I just go with the flow.

[evandbob]

Celebrity tried a new approach, something about no boundaries or something similar, that debuted during the last US Presidential election. Needless to say, in the USA both major political sides and trolls of every persuasion took issue, pro and con. It probably got the most reaction of any new ad campaign that Celebrity ever launched.

[sloopsailor]

In 2015 Carnival Corp spent millions on a confidential study asking millions of people about their perception of individual cruise lines. This study not only addressed the general reputations of the individual lines, but also looked at the reactions to the slogans the cruise lines used in their advertising.

 

Since about 95% of cruisers have never heard of Cruisecritic, this board was not a factor in the study.

 

Not surprisingly, the cruise lines that claimed to deliver the "best cruise of a lifetime", or "exceed all your expectations" did not score very well in public perception. The public generally saw these as unrealistic promises that are rarely fulfilled.

 

The cruise lines that claimed to be "fun", or "different" did very well in the study. The highest rated cruise line was Carnival, with "The Fun Ships". They do not claim to be the best, or to change your life. They only claim to be fun - at a relatively low price. Most respondents agreed that not only were they fun, but exceeded the expectations set up by Carnival.

 

I am not a fan of Carnival or mass market anything. But if you are trying to attract the mass market crowd, keeping the prices low, then under-promising and over-delivering on your product seems to be the way to go.

 

Of course Carnival was the "highest rated"! It was their study so they certainly wouldn't allow another cruise line to be at the top. ;)

 

Any study can be cherry picked to get the exact results wanted. Accurate reporting is not as important as manipulating the study to get the specific results desired. That is why any study conducted by an entity that can benefit by that study is rarely impartial.

Edited July 7, 2018 by sloopsailor

[bUU]

I am not a fan of Carnival or mass market anything. But if you are trying to attract the mass market crowd, keeping the prices low, then under-promising and over-delivering on your product seems to be the way to go.

In general, it has become more profitable to aim low: Downgrade your product and the promises that you make, to rationalize keeping price increases lower than otherwise. In consumer category after consumer category, the leaders are companies that either have always served the low end or have moved there deliberately over time. Consumers have simply become too cheap in too many quarters to offer premium products at premium prices.

 

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