Strategy: Pacific Star Cruise Ship

The Problem:

When the Pacific Star cruise ship came to San Diego, another nearly identical cruise ship began service at the same time, offering the same services. Within 3 months, the marketing strategies and advertisements I developed put the competitor out of business. This was achieved by developing a Three-Phase Marketing Attack.

PHASE I
The focus was on generating awareness. While the competition marketed a "ship"...my strategy involved marketing an "event" and an "experience." This theme was reinforced with the slogan:

"What A Way To Play For A Day!"

PHASE II
While the competition employed a "shotgun" marketing approach, giving the same generic message to everyone, we did a very targeted campaign, presenting the cruise ship as the singular solution to each target market's unique needs. For instance:

  • The elderly were presented with the notion of an affordable day out that offered a special break from their routine.

  • The cruise was promoted to businesses as a day away to inspire new ideas; it could serve as a catalyst for creative solutions, as well as a way to reward employees and build cohesiveness.

  • The tourism market was pursued by positioning the cruise ship as another landmark San Diego attraction; with advertising in Los Angeles and Arizona where numerous San Diego tourists originate. In addition to the standard multi-media mix of advertising in those markets, articles about the Pacific Star were published in the Visitor's Bureau publication, brochures were kept in hotel kiosks, and in-room hotel promotional videos were created.

PHASE III
Once the competition was gone, the new objective was to generate repeat business. To achieve this, I promised a brand new experience each day - which was accomplished by developing Theme Days. Thus, every time one went on the cruise, it provided an entirely fresh adventure.

THE RESULT:

Within three months, the competition fled and the Pacific Star enjoyed abundant cruises.