A new marketing push by Azamara Club Cruises reaffirms the line’s commitment to providing unique and unforgettable shore excursions and experiences. The new advertising campaign demonstrates Azamara concentration on longer stops in port, eschewing the ship-centric focus of many of the line’s competitors.
The advertising campaign proceeds with the opening gambit “Land. The reason we cruise.” Showcasing an older, gentrified couple enjoying a holiday on land and dining in shore-side restaurants; the advert emphasises the importance of the port visits to the overall experience of a cruise holiday.
Although many cruise ships have concentrated significant effort and money into producing exciting, entertaining on-board activities – Azamara have moved to reaffirm cruise holidays as the most enjoyable way to experience multiple new cultures, cities and cultures in a time, energy and financially efficient manner.
Azamara CEO, Larry Pimentel, explained: “The whole nature of this product is that the ship is really a conveyance and we literally explore the world’s best experiences by dealing with participatory travel.”
The multi-platform marketing push includes significant emphasis on social media, including the creation of the hashtag #LoveTravel – a shortened version of the campaign’s official slogan ‘The voyage for those who love to travel’.
This directed push could see Azamara appealing to the loyal fans of the blossoming river cruises industry who have greater interest in port visits and excursions than hi-tech on-board amenities and features.
Images sourced via Flickr Creative Commons. Credits: Jesus Solana, Chris Parker
