In November last year, it was reported that Star Cruises, one of the world's leading cruise companies had moved its media duties to Beehive Communications. The incumbent was Maxus. The creative, some months prior to the development was with JWT. As things stand today, Beehive Communications has been awarded the creative mandate of the account as well. The size of the account is in the region of Rs 6 crore.
Announcing the development, Sanjit Shastri (CEO, Beehive Communications), said, "The luxury ship Star Cruise Libra is all set to sail in October, and for this reason, we have devised an ad rollout plan in key cities. Super Star Libra is designed to meet the changing needs of today's passengers, challenging the conventional model of cruising by providing a more relaxed, resort-style cruise, complete with flexibility and non-intrusive services of the highest standard."
He added, "We arranged a showcase of sorts for the travel fraternity in Delhi and Ahmedabad and it displays the kind of creative output that we have devised for Star Cruise Libra. After being appointed as the media AOR for this particular account, we were duly informed a while back that we would be handling the creative mandate too. The business earlier lay with JWT, and after that TMT."
Meanwhile, Shyamashree Chakravarty D'mello, Creative Director, Beehive Communications, said, " What we have really devised, is a launch pad for the luxury ship Star Cruise Libra, and the initial media plan comprises of all the mainstream magazines and dailies. The launch is slated for October and towards September or so, we would be exploring the electronic medium. The creative work that we have devised for the client is a lot different from what JWT had taken on for them.
She added, "The ship is a fancy one, offering the best in amenities and it touches Lakhshadeep and an exclusive destination Kadmat island. Nearly 1500 people can sail at one time and there are various activities that patrons can indulge in, such as on board entertainment, snorkeling and deep sea diving. Our campaign keeps focus on those fun activities and the entire sailing experience, rather than the infrastructure of the ship. Previously, the work devised by JWT kept the spotlight on what a luxury liner is, and the wide space. We feel that at this juncture, those patronising the travel industry have a clear idea about a luxury liner and the kind of amenities that it would have."
While initially Beehive Communications would keep the focus on mainstream print publications (during the launch), post-launch, they would target mainly travel and niche magazines. In due time, they would also be releasing a television commercial.
Malaysia-based Star Cruises was established in 1993 with the aim of tapping the Asia-Pacific region as an international cruise destination, and has, within a decade, become one of the four largest cruise lines in the world. The luxury liner has been operating in India since 1999, and C&S viewers in India are likely to have chanced upon ads for the brand.
Last year, an estimated 50,000 Indians took a cruise holiday, and the market is expected to grow 20-25 per cent this year. Most cruise liner companies have started targeting tourists from developing countries such as India. The luxury cruise segment of the tourism industry is not doing too badly in the current day, on account of the increasing monetary capacity of the consumer.