Client Brief

Introduce the cruising holiday to Indian audiences.

Establish Jalesh Cruises, India’s first Premium Cruise liner as an international experience custom built for the Indian taste.

Idea

The “Cruise Holiday” isn’t a concept, which many Indians are aware of, or have experienced. The first step was to identify the segments that would be most likely to try cruising for the first time. Team Mio was able to identify 8 Key Personas viz.

1. Solo Traveller;

2. Family;

3. Kids;

4. Couple;

5. Re-Unions;

6. Kitty Parties;

7. Corporate;

8. Honeymooners

Next the communication play was to warm the audience up to the concept and make them feel like home on board Jalesh. The position was articulated with the line Aao Cruise Karey ! And Communicated strategy across Media.

Digital Promotions through, Display Advertising, B2B and B2C direct communication, Social media organic and paid, Print (Magazine & Newspaper Ads, Brochures, Tent Cards.) & Outdoor (Billboards & Hoardings) Were used to talk to each persona with custom built communication.

Online reputation Monitoring and response was used to generate enhanced engagement and leads for the liner.

Result

Converted potential 90K customers reached and engaged with.

1000+ Leads monthly Organic.

Active Community (Fan Base) : Combined Follower base of 1.45L+

Noteworthy Metrics:

• Total Impressions – 13Mn+
• Total Engagements – 3.42L+
• Total Clicks to Website – 40.2K+