Regent Seven Seas Cruises
The Situation
Regent Seven Seas Cruises, recently re-flagged from the Radisson Seven Seas Cruises brand name, sought to extend its reputation for luxury accommodations, worldwide itineraries and enlightening enrichment programs under a new brand name. The agency was tasked with creating a public relations campaign to reposition the brand as a leading luxury player and build awareness for the cruise line.
The Strategy
The agency developed and implemented an aggressive media outreach campaign showcasing Regent Seven Seas’ continued excellence, and the expansion of Regent’s signature programs and services. Key messages were identified to position Regent Seven Seas Cruises as a leading luxury vacation experience. The agency worked closely with Regent Seven Seas Cruises to develop strong story angles, as well as to identify spokespersons and arrange interviews. Customized pitches were developed for media outlets to provide customized stories tailored to each publication’s audience. The agency also organized a New York media tour with top-tier media, and arranged individual and group sailings for high yield media contacts.
The Results
Feature media coverage highlighted expanded cuisine, art, history and environmental sustainability programs, along with more programs for children and families, and recent improvements to Regent Seven Seas Cruises ships, meeting campaign objectives. Appearing over an extended time period, the articles conveyed a strong image of Regent Seven Seas Cruises as a leading luxury brand. The campaign generated more than 6,750,000 media impressions representing an advertising equivalency of $209,318 in just four months.