Wealthy Americans Rate Luxury Cruise Ads!
Ray Goldenberg
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LIGHTHOUSE TRAVEL
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Luxury Institute Survey: Wealthy Americans Rate Luxury Cruise Ads by
Princess Cruises, Oceania and Crystal Cruises Most Effective Ads in
First Half of 2006
NEW YORK Sept. 13, 2006
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.
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.
About the Luxury Institute
The Luxury Institute is the uniquely independent and objective
research institution that is the trusted and respected voice of the
high net worth consumer. The Institute provides a portfolio of
proprietary publications and research that guides and educates high
net-worth individuals and the companies that cater to them on leading
edge trends, high net worth consumer rankings and ratings of luxury
brands, and best practices. Publications include the monthly Wealth
Report, the Luxury Brand Status Index surveys, the Luxury Best
Practices surveys and the Luxury Consumer Experience Index surveys. To
reach the Luxury institute, please call 646-792-2669 or go to
www.luxuryinstitute.com.