PONANT
Challenge
Establish premium cruise brand into UK market and see increase in business from direct and travel agent market.
Solution
By shaping the plan differently, with more focus on format placement carrying what message we were able to make considerable media rate savings vs previous incumbents. Enough to introduce addressable TV, which we did in a staggered approach so as to prove its efficiency to the marketing AND sales teams.
At the same time we used a brand response approach in pulsed bursts so we could use our budget to increase awareness and drive direct interest, quotes, and sales.
Outcome
Ponant has increased its spontaneous brand awareness by 129% helping both direct and Travel Agent business and written more business in 2025 than any previous year.
