AND THE CLIENT SAYS
"We look at the brand as an asset now. And we look at Magnani as someone who has been contributing tangibly to the value of that asset.
Andrew Leach
Executive Vice President
The Ticket Reserve
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IMAGE SCRAMBLE
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CASE STUDIES
Entertainment Cruises, Inc.
From a dream on a cocktail napkin, Entertainment Cruises today owns and operates a fleet of 20 vessels across four brands – Odyssey Cruises, Mystic Blue Cruises, Seadog Ventures and Spirit Cruises – in seven markets. To support these distinct product lines on a start-up budget, Entertainment Cruises required a strategic marketing partner to: develop and execute consistent brand expressions across markets; develop a corporate identity applicable across all products; support internal sales and marketing resources.
PROCESS
THINK
- Conducted qualitative research with end user groups
- Conducted on-going quantitative satisfaction survey with individual and group customers
PLAN
- Articulated the brand value for each of the target segments
- Developed positioning statement and full brand messaging hierarchy
- Defined performance metrics for print advertising, direct mail and online promotions and transactions
ACT
- Execute entire marketing program including print, radio, online, direct mail and signage
- Orchestrate PYI's internal marketing department
- Function as the steward for the PYI brands, ensuring brand maintains relevance and evolves
RESULTS
Over the course of our ongoing 15-year engagement with Entertainment Cruises, the company has expanded into seven markets with four product concepts, continually realizing double-digit average year-on-year revenue growth. In 2006 the company was acquired and subsequently purchased Spirit Cruises to become the nation’s largest dinner cruise operator.
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