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Variety Cruises

PROBLEM:

Cruises are perceived as being only for retired people or obnoxious families, with overly touristy activities offered at the destination sites. 

TARGET:

22-35 year-olds in major cities with no kids, make $70-100k/year, are well-educated and care about other people’s opinions. They don’t want to take the time to plan a trip and don’t want to go to any another city that their friends’ just posted about on Instagram.

INSIGHT:

Coming from educated backgrounds, the target audience doesn't like looking dumb. They tend to not know the geography of Africa, and are embarrassed when made aware of this.

IDEATION:

By focusing on Variety's exclusive destination choice and the target audience’s need to look smart, this campaign uses fairly unknown facts about Seychelles and direct brand/consumer engagement to execute them.

Strategy: Asai Meyer, Art Direction: Asai Meyer, Copywriting: Asai Meyer


Using Format