Regent’s advertising strategy had traditionally been destination driven, but with new ultra luxury product coming online it was time for a change in direction.
We developed a campaign under the theme, “Luxury Goes Exploring.” Through elegant copy and impactful imagery, the ads create an essential emotional link with slightly humorous headlines which stood out from the multitudes of cruise ads.
The campaign generated lots of industry buzz, including being selected as one of the top cruise line ads by national trade magazine, U.S. Ad Review. More importantly it got cruisers excited about the new luxury ships and created an advanced bookings frenzy. Although RSSC has changed ownership and its name, we’re proud to say “Luxury Goes Exploring” has endured and is still used today.