The first ever Asian luxury cruise
After a competitive pitch in March against 4 other internationally renowned agencies, Leo Burnett China was selected to launch Dream Cruises, the first-ever Asian luxury cruise line. Leo Burnett will support the Dream Cruises marketing communication strategy with their creative solutions.
Dream Cruises is the new cruise line created by Genting Hong Kong, a leading corporation principally engaged in the business of cruise and cruise related operations along with leisure, entertainment and hospitality activities for over 20 years. The company unveiled their plan to claim Asia’s premium cruise market with the introduction of Dream Cruises last November, and called for a pitch to launch the brand.
Eric Leong, VP - Brand Marketing & Communications of Dream Cruises, said, “In China, there is a fast-rising demand for premium travel and lifestyle experiences. Dream Cruises offers inspirational luxury which is Asian at heart and international in spirit, and we believe this will appeal to the ‘emerging generation’ of confident, independently-minded and affluent travellers in China. The Leo Burnett team has solid international experience in the premium travel category, along with an in-depth understanding of the affluent mass market in China. I believe our partnership will offer Dream Cruises a dream start in the China market.”
Angie Wong, General Manager of Leo Burnett Shanghai, said: “We are very excited to have the opportunity to launch Dream Cruises in China. The country’s travel market has grown spectacularly in recent years, and there has been a notable rise in the number of middle-class consumers looking for premium travel and lifestyle experiences.
“Leo Burnett understands the booming travel and tourism sector well, and we believe our rich insights in this area will enable us to craft a successful communication campaign for Dream Cruises.”
Ms Wong also mentioned that cruising is still a relatively new marketing area in China while it’s already very mature in many countries. “This will be an enormously exciting project for us and our creative teams,” she added.
Purpose-built for the China and Asia market, Genting Dream, the first ship of the fleet, debuts in November 2016, with its sister ship World Dream scheduled for November 2017, offering guests the highest levels of service and spacious comfort in the region.