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Wealthy Americans Rate Luxury Cruise Ads by Princess Cruises, Oceania and Crystal Cruises Most Effective Ads in First Half of 2006 |
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A major disconnect has been discovered in Cruise Line marketing. The brands with the best brand status and the best customer experiences don't necessarily have the most effective advertising, according to wealthy consumers polled by the New York City-based Luxury Institute for its first Luxury Ad Effectiveness Index for Cruise Lines 2006.
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In the Luxury Ad Effectiveness Index for Cruise Lines, a statistically valid panel of wealthy consumers rated 16 competitive print ads that ran during the first six months of 2006 on fundamental communication metrics, and each ad's ability to influence brand and product reputation, brand purchase, and recommendation intent.
Princess Cruises' "Clear Your Schedule" print ad was rated the most effective in the category and was also the "most liked." While wealthy consumers rated Princess' ad highest as the "ad that would influence them to recommend the brand to people they care about most," Crystal Cruises' "Voted World's Best Cruise Line," ad was rated the one that "most increases the likelihood of purchase."
"It is amazing that given today's marketing sophistication, the top Cruise Line brands, for the most part, fail to produce effective print ads that communicate and persuade their best prospects and customers," said Milton F. Pedraza, CEO of the Luxury Institute. "While many advertising agencies focus on new channels and encourage clients to advertise on the web, they should first ensure that their messages are clear, relevant, aligned with brand reputation and experience, and are effective in delivering sales. Cruise Line executives must ensure accountability. Our objective 'voice of the wealthy consumer' surveys provide a 'Clinic' in how to develop effective print ads based on the collective wisdom of people who vote with their dollars, wealthy consumers."
Sixteen print ads were rated including: Carnival: "At any one moment...," Celebrity: "Somewhere between Monte Carlo...," Crystal: "Voted World's Best Cruise Line," Cunard: "The Transatlantic Crossing," Holland America: "Sometimes you take a ship...," Norwegian: "The Best of Hawaii," Oceania: "This is not just...," Orient Lines: "Scandinavia and Northern Europe," Princess: "Clear your schedule...," Princess: "Introducing Crown Princess...", Radisson Seven Seas: "Luxury explores Russia...," Royal Caribbean: "Go sixty to zero...," Seabourn: "Experiences that can't be found...," Silversea: "Memories Included.," Viking River: "Free Virtual River Cruise," and Windstar: "Monaco to Portofino."
A nationally representative sample of wealthy consumers was surveyed online, with a 50% female and 50% male split. Respondents had an average household income of $245k and average net worth of $1.6m. At least 100 respondents rated each ad.
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