Ambassador Cruise Line is set to launch a new integrated marketing campaign that emphasises the company’s focus on how exceptional service, outstanding cuisine, amazing entertainment and offering the ‘warmest welcome at sea’ are at the forefront of its no-fly brand proposition.
Designed to increase awareness of the unique premium value offering Ambassador is looking to establish within the cruise sector to drive consideration among existing cruise intenders (aged 50+), the cruise line’s first-ever TV ad will debut on Thursday 27 April and air across linear and satellite channels throughout the rest of the year.
The first broadcast comes in the same week that Ambassador launched its 2024/25 season, which features a wide choice of authentic cruise experiences for the over 50s market as well as multigenerational sailings for the whole family to enjoy together.
With the aim of firmly communicating key messages of choice, exceptional service and the pride Ambassador’s warm and friendly crew have when interacting with guests every day while highlighting how far your money goes on an Ambassador sailing, the ad showcases various aspects of the onboard offering: amazing entertainment, outstanding cuisine and the chance to enjoy breathtaking destinations and authentic experiences on sailings designed to suit a range of tastes and budgets. It also highlights how Ambassador sails from eight regional UK ports: London Tilbury, Newcastle Tyne, Dundee, Edinburgh Leith, Liverpool, Belfast, Bristol Royal Portbury and Falmouth.
The ad forms part of a broader initiative, which will see assets leveraged across all communication channels (TV, Radio, Print Media, CRM, Direct Marketing, Digital and Social Media). It will also be integral to the company’s Internal and External Communications.
Making a Song and Dance of a TV Ad
Highlighting a strategy of placing the guest at the heart of everything it does, Ambassador’s brand-building TV spot uses the backdrop of the cruise line’s flagship, Ambience, to tell the story of how the onboard team go to extraordinary lengths to offer guests the warmest welcome at sea.
In 2022, Ambassador adopted ‘Enjoy Yourself (It’s Later Than You Think)’, the 1949 classic with music written by Carl Sigman and original lyrics by Herb Magidson, as its sonic identity, using it in radio ads and video activity as well as on board.
The new TV ad features a musical number set to ‘Enjoy Yourself…’ but with the lyrics tailored to reflect life on an Ambassador sailing*. It opens with an on-screen legend, introducing the viewer to Ambassador Cruise Line before a master of ceremonies – Ambassador’s own Cruise Director George – brings the curtain up on the entertainment team singing and dancing their way around the ship while interacting with guests.
Moving from the staircase in Centre Court to the Botanical Lounge and onwards through Ambience’s Palladium theatre venue, the Buckingham restaurant and the Observatory, the colourfully vibrant ad brings to life the best aspects of an Ambassador sailing.
The ad ends on the top deck of Ambience, with the ‘Enjoy Yourself’ theme tune continuing over a panoramic shot featuring over three hundred guests and crew coming together for a song and dance in the sunshine. The ad then goes on to feature close-ups that illustrate how guests can meet like-minded travellers and create a community at sea that includes Ambassador’s friendly cast and crew.
The ad draws to a close with on-screen mentions of awards Ambassador has won since it first welcomed guests on board in 2022 to reflect a ‘best value at sea’ lyric, before going on to highlight how ‘Britain’s Premium Value Cruise Line’ sails from eight UK regional ports. Finally, it invites guests to ‘say hello at ambassadorcruiseline.com’ as the catchy ‘Enjoy Yourself’ song reaches its crescendo.
With authenticity as a core brand pillar, the ad was filmed on location over nine days in February 2023 during sea days between the Canary Islands and Cape Verde while Ambience was on her Cape Verde, Canaries & Morocco sailing.
The staff members featured are genuine Ambassador crew, reflecting the various disciplines required to successfully sail a cruise ship, from restaurant and bar staff to housekeepers and, of course, the entertainment team. All guests seen in the ad are Ambassador guests who were invited by the cruise line to join in the fun and be part of the production.
Gordon Nardini, Chief Marketing Officer at Ambassador Cruise Line, said: ‘To create standout for the premium value offering we are looking to establish in a very competitive market, our marketing strategy for Ambassador is to highlight our authentic cruising experience including the great service provided by our friendly team that lies at the heart of our premium value product proposition.
“We wanted the advert to reflect life on board and celebrate the benefits of sailing with Ambassador, where guests enjoy great value without compromising on quality or experience.
“We feel that the ‘West End’ quality entertainment is one of the elements that makes us stand out from our competitors, and that’s why we chose this as the focus of our all-new TV ads.
“Our aim with these spots is to bring a light-hearted look and feel to the brand while illustrating how our expertise means that we can ensure that our guests enjoy the perfect holiday with us while experiencing the warmest welcome at sea.”
The 60” launch commercial will debut on Thursday 27 April 2023 at 9.52 am during Hi-De-Hi on Gold, with the first airing on terrestrial TV at 5.42 pm on Channel 4 during Strangers On A Plane. 60” and 30” versions of the spot will continue to air throughout the year across terrestrial and satellite channels matching Ambassador’s 50+ demographic including Gold, Yesterday, Sky Atlantic, Sky Sports Golf, Sky Sports Cricket, Talk TV and the Food Channel. Shorter iterations have also been created for use across LinkedIn, Facebook, Instagram, TikTok, YouTube and display networks, accompanied by a ‘Making Of’.
The ad was conceived and created in-house by Ambassador working in collaboration with Accord Marketing and filmed in 4K UHD. The executive producer was Ed Pettit and it was directed by Giles Smith. Using Ad Green methodology, carbon calculators and associated partners, Accord Marketing calculated and actioned a production strategy that has delivered a net zero production. Advertising space was also planned and purchased by Accord Marketing.
Radio advertisements using the ‘Enjoy Yourself’ song will air across national and regional radio including DAB, incorporating brand key messages while promoting how Ambassador sails from eight UK ports.
Ambassador’s print media advertisements in all national titles will reflect the TV campaign’s emphasis on placing the customer first by using imagery from the ad that shows guests having fun and enjoying themselves for unbeatable value while highlighting compelling cruise offers and incentives as well as regional departures.
Taking a display and creative-led approach, digital marketing activity will reinforce the unbeatable value positioning by communicating both tactical and brand messages on a range of media including special interest and information websites and third-party interest sites.
Ambassador’s other initiatives will see a range of digital activity across a number of consumer and trade publications with the Enjoy Yourself creative, and the launch of social TV adverts and behind-the-scenes videos.
Tags: Ambassador Cruise Line
Appeared first on: Latecruisenews.com