Publicis Hawkeye and Silversea Launch
$50,000+ Luxury Cruise Packages

To target a specific niche audience of luxury travelers, we highlighted some of the cruise line’s most magnificent destinations, including its newest, the Galapagos Islands. And in the process, we increased brand awareness, brand engagement and bookings, streamlined production, reduced turnaround time, and trimmed printing costs, all while ensuring all printed materials remained of the highest quality that is consistent with this luxury brand experience.

What are we doing differently?
By taking a somewhat unexpected departure from the classic cruise line marketing approach, Publicis Hawkeye created a campaign focused on the destination, as opposed to the ship and its amenities. The compelling launch campaign features wildlife and landscapes in starring roles, with the camera angle set so readers place themselves squarely in the midst of the scene. Through this refreshing approach, we accentuate the intimate and personal nature of the Silversea experience, with smaller ships that put guests closer to their destination. The intention is to appeal to a more active cruise customer looking for more adventure and to travelers interested in engaging with nature. This approach worked especially well with the launch of the Galapagos Island adventure, playing off of the Islands’ abundant variety of unique wildlife and its breathtaking views.

Aiming to reach a highly targeted subset of travelers (approximately 1 million potential customers), this integrated campaign includes print advertising, direct mail, email and event experiences that target luxury customers interested in cruise travel. High-end travel publications are being used for broader brand awareness, with direct mail and email targeting current customers and prospects with special offers. Weekly, monthly and quarterly premium brochures, letter kits and emails are also being sent to past guests and new potential guests with updated sailing dates, fares and ports of call. Banner advertising and search support the overall direct campaign and are driving both direct bookings and bookings through travel agents.

“To reach this especially niche audience, we created a visually spectacular campaign that was able to bring the luxurious and personal nature of these cruises to life through a multi-channel campaign. And we were able to really demonstrate our unique strengths in CRM and direct as an agency and bring all of our many years of experience to bear for Silversea Cruises,” said Steve Dapper, chairman and founder, Publicis Hawkeye. “The work is stunning, and we are proud to have been a part of bringing this experience to the world.”

About Publicis Hawkeye
Publicis Hawkeye is an integrated advertising and digital agency based in Dallas and part of the Publicis Worldwide global network. The agency additionally provides specialist capabilities in analytics, CRM and experiential marketing to the Publicis North America region. Publicis Worldwide is the largest global agency network within holding company, Publicis Groupe S.A. Publicis Hawkeye clients include: American Airlines Cargo, Anheuser-Busch, BASF, Bridgestone Americas, Cargill, CiCi’s Pizza, Continental Mills, Gortex, Men’s Health, Nestlé, The North Face, Terminix and TruGreen, among others.