Explora Journeys has introduced a new advertising campaign that presents its cruise ships as luxury hotels at sea, aiming to attract travelers who typically choose high-end land-based accommodations.
Campaign Highlights
The campaign, titled “A New Perspective on Ocean Travel,” highlights the similarities between the amenities found on Explora Journeys’ vessels and those offered by upscale hotels. The company’s marketing materials emphasize spacious suites, personalized service, and a variety of dining options, drawing parallels to the experiences guests expect from luxury hospitality brands.
Target Audience and Strategy
According to Explora Journeys, the campaign is designed to appeal to travelers who may not have previously considered cruising but are familiar with premium hotel experiences. The company stated that the initiative seeks to “redefine the perception of ocean travel” by focusing on comfort, privacy, and exclusivity.
Statements from Company Leadership
Michael Ungerer, CEO of Explora Journeys, said, “We are positioning our ships as ocean-based hotels, offering the same level of service and amenities that guests would expect from the world’s finest land-based properties.” He added that the campaign aims to “bridge the gap between land and sea, inviting a new generation of travelers to experience the ocean in a way that feels both familiar and extraordinary.”
Marketing Channels and Rollout
The campaign will be featured across multiple platforms, including print, digital, and social media. Explora Journeys indicated that the advertising will appear in publications and online spaces frequented by luxury travelers. The company also plans to collaborate with travel advisors and industry partners to further promote the new positioning.
Company Background
Explora Journeys is the luxury lifestyle travel brand of the MSC Group. The company’s first ship, Explora I, began operations in 2023, with additional vessels scheduled for delivery in the coming years. The brand focuses on providing immersive itineraries and personalized experiences for its guests.
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