At the turn of the year 2023, the new communication from Hirschen for the cruise company AIDA Cruises begins. Following the slogan 'Auf nach AIDA' (Let's go to AIDA), people are invited to come on board and convincingly discover AIDA for themselves with individually tailored arguments.
Right on time for the New Year, AIDA Cruises launches a new campaign as the kickoff for a comprehensive communication throughout the entire year. The lead agency responsible is Zum goldenen Hirschen in Hamburg, in close collaboration with Zum goldenen Hirschen Valley, which is in charge of social media activities. The main focus of the communication is to persuade people to choose an AIDA vacation – even those who may still hesitate.
“AIDA has a remarkable fan community that keeps returning to the ship. Those who have experienced the AIDA feeling on board keep coming back. Because here, everything comes together to create the perfect conditions for a unique vacation: great locations, adventures, and relaxation on board, and a special connection between the crew and guests,” says Alexander Ewig, SVP Marketing & Sales at AIDA Cruises.
“But how do you convey the uniqueness of the experience and convince people who haven’t been on board yet? That was the challenge we faced in communication and that will accompany us throughout the entire year,” adds Jens Portmann, Managing Director at Zum goldenen Hirschen Hamburg.
Through close-ups and emotional video formats, viewers are drawn into the scenery on the cruise ship, bringing them very close even though they haven’t set foot on board. This way, people are emotionally engaged initially, and in the next step, they are convinced with individually tailored arguments that AIDA is fundamentally different and thus worth the journey. The whole campaign is wrapped up with the clear call to action ‘Auf nach AIDA’ (Let’s go to AIDA).
The campaign has been broadcasted since December 28, 2022, through TV, posters, radio, digital banners, and social media, with Initiative as the managing media agency.
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