REACHING UNTAPPED MARKETS BY ONBOARDING THE PERFECT CELEBRITY
When Cruises International needed a marketing strategy to grab the attention of an untapped South African market, we knew how to get them to #ChooseToCruise
Brand Cartel’s public relations and creative team devised a successful marketing strategy, using local star Lorna Maseko at the helm to attract new market coverage, with our #ChooseToCruise campaign. Lorna was already a household name at the time, being a presenter on Top Billing, and resonated well with the local audience we needed to convert. Our results-driven #ChooseToCruise campaign not only attracted an entirely new market of people who ordinarily wouldn’t cruise, it did so well that Cruises International reached their annual target ahead of schedule!
Lorna went on a cruise to the Meditteranean on board the Symphony of the Sea. Our marketing strategy included filming a YouTube video with Lorna showcasing her trip and all the incredible amenities the cruise had to offer. Our storyboards highlighted the luxury and convenience of cruising – travelling to multiple countries without repacking bags and waiting in airport queues; enjoying phenomenal dishes around the clock, splurging on shopping; and indulging in endless entertainment.
With 772 000 followers and counting, Lorna’s social media posts had an expansive reach. As well as the YouTube video, Lorna also posted envy-inducing photos of her trip to her social media platforms. These seriously piqued the interest of her followers, and also got coverage in various online and print media.
Looking for a digital marketing campaign to increase sales and attract new markets? Get in touch with Brand Cartel!