Silversea established the ultra-luxury cruise line and provides the most distinguished and personalized service in the cruise category, sailing more exclusive voyages to smaller ports and destinations to create a truly unique experience for its guests. The objective was to reinforce Silversea's leadership position by increasing awareness of the launch of a new ship with a new cruise itinerary (the Silver Galapagos), increase brand engagement and lead generation among select audiences and increase bookings on the Silversea Galapagos ship.
Position Silversea Silver Galapagos as the cruise line that offers the best in ultra-luxury, more personalized, adventure travel for the Galapagos Islands. Create an integrated campaign, including print advertising, direct mail, email and event experiences, that targets luxury consumers interested in cruise travel. High-end travel publications were used for broader brand awareness, with direct mail and email targeting current customers and prospects with special offers. Banner advertising and search supported the overall direct campaign, driving both direct bookings and bookings through travel agents. Event experiences were designed to drive awareness of the Galapagos itinerary in select markets.
Silversea experienced an increase in search and browsing activity online for Galapagos content and itinerary information. Lead measures and engagement metrics indicate the campaign is working. This exclusive, older target audience is engaging online and posting reviews of the first voyages.