Story
The challenge here was to quickly pivot the first version of this brand and business model for the cruise industry as it was heading for the rocks.
Together with a regular UX design collaborator, we course-corrected the development of this brand and proposition. We reimagined the brand identity and built out the digital product, ensuring far better product-market fit.
The start point for us was to evaluate the opportunities associated with the original idea. Our Media had an array of excellent commercial brand relationships within the cruise sector, the sector itself is still undergoing significant growth globally, and Our Media has the advantage of being able to reach millions of potential customers through their owned titles and network.
elements connected
- Following a phase of discovery and research with stakeholders at the cruise partner brands, prospective and current cruise-lovers and an assessment of the wider intermediary market in cruising, we developed a new and differentiated proposition. This positioning harnessed the power of Our Media’s specialist interest titles and passionate audiences and matched them with passion-related products offered by the different cruise lines. We grouped the different products from the different cruise brands by passion point and interest and not by other product features as the rest of the intermediary market did.
- We evolved the brand assets to make them richer, more dynamic and appealing and created seamless user journeys to acquire many more in-market prospective customers.
- We also developed a content strategy which harnessed the power of the ‘collective’ cruise expert voices to hook in users searching for content and cruises related to their personal passions.
outcomes
- The new site delivered over £300k revenue for our client in Year #1 and continues to grow revenue and margin year-on-year.
Jibby.
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matthewjpink@gmail.com
