Edge Marketing to Millennials

[ghstudio]

Stateroom Sailor....interesting ad....more folks closer to our age...the lack of ethnic/color diversity jumps out at me.  I'm now looking forward to someone pouring champagne for me on my IV balcony on the edge and having the simultaneous reveal of the main dish in the MDR 🙂

[Stateroom_Sailor]

19 minutes ago, ghstudio said:

Stateroom Sailor....interesting ad....more folks closer to our age...the lack of ethnic/color diversity jumps out at me.  I'm now looking forward to someone pouring champagne for me on my IV balcony on the edge and having the simultaneous reveal of the main dish in the MDR 🙂

 

I saw cruising demographic statistics recently, and blacks and whites are both more likely to have cruised, or want to cruise.  Everyone else was lumped into "Other", and appeared to have little interest.  Our HAL Alaska cruise must have had 15 - 25% Asians in their 40's and 50's.  I think both the ad and the lumping statistic, were a bit short sighted.

 

 

 

 

[Floater4life]

As a boomer I just have to say..millennials are people too  Marketing cant just focus on an aging generation. 

[bermadu22]

On ‎1‎/‎12‎/‎2019 at 2:38 PM, floridatravelersforlife said:

We were on the Dec 1 cruise in an IV, and it was ridiculous to continuously jockey the furniture around in order to get comfortable, which I never did. I felt I was sitting in bleachers.

 

I'm not against the renewing of the Summit décor before we sail next September, but I am not looking forward to the new balcony chairs. Not a deal breaker, but they look so uncomfortable, and we like sitting on the balcony to read during the day, or for after dinner cocktails in the evening sometime. Those chairs just don't look comfy at all. Makes me wonder about the new furniture. Just because something looks good, it doesn't mean it's comfortable. We did love Celebrity a lot on our first cruise with them last year, hoping for the best for our upcoming trip with X.   

[hcat]

what about  marketing a good cruise experience for all and backing that up on board? 

 

Early cruises on X had quite a cross section of ages, regions, countries backgrounds...Common factor was all loved cruising  ...sea, sky, sun, good dining / wine, varied  live music  and new experiences ..

 

 

[hcat]

Just now, bermadu22 said:

I'm not against the renewing of the Summit décor before we sail next September, but I am not looking forward to the new balcony chairs. Not a deal breaker, but they look so uncomfortable, and we like sitting on the balcony to read during the day, or for after dinner cocktails in the evening sometime. Those chairs just don't look comfy at all. Makes me wonder about the new furniture. Just because something looks good, it doesn't mean it's comfortable. We did love Celebrity a lot on our first cruise with them last year, hoping for the best for our upcoming trip with X.   

 

The littler mailer we received awhile ago  about the Revolution of the fleet shows very nice balc chairs, awesome decor in depictions for Millenium staterooms, suites,  the retreat, dining rooms,  lounges etc.   Style looks warmer than EDGE to me...

[villauk]

18 minutes ago, hcat said:

 

The littler mailer we received awhile ago  about the Revolution of the fleet shows very nice balc chairs, awesome decor in depictions for Millenium staterooms, suites,  the retreat, dining rooms,  lounges etc.   Style looks warmer than EDGE to me...

 

Let’s hope they haven’t purchased a ‘job lot’ of those Edge balcony chairs then 🤞.

[Pennstateman]

They’re marketing to whoever will pay them

[Lilikins]

People keep saying that this is specifically geared towards millennial but honestly it’s no different than any other companies ads that feature a group that’s younger, more beautiful, more physically fit, and more stylish than the average group of folks. For example, the average Victoria’s Secret customer doesn’t look like one of their angels. Yes it would be nice to see a more accurate reflection of their customers, but this is nothing unusual in the world of advertising. 

[Jim_Iain]

I can understand that some cruisers may find the ad showing only the young, fit and beautiful.   Would you be enticed to cruise if the advertisement showed Overweight, Electric Scooter bound folks fighting their way to the buffet area.   

I don't find the advertisement offensive nor do I find that it is different than any other advertisement I see on TV daily.

[Stateroom_Sailor]

2 hours ago, Jim_Iain said:

I can understand that some cruisers may find the ad showing only the young, fit and beautiful.   Would you be enticed to cruise if the advertisement showed Overweight, Electric Scooter bound folks fighting their way to the buffet area.   

I don't find the advertisement offensive nor do I find that it is different than any other advertisement I see on TV daily.

 

The big difference is that they are trying to sell a social experience to Millennials, that may be downright opposite to the truth.  This ad doesn't showcase ports, the ocean, or room amenities, just a giant nightclub full of outgoing 28 year olds.

 

Very different from pushing a toaster to Millennials, that's hip and techy.  If they buy that toaster in store, they're not doing it for the others in the checkout line.

[cruisefam38]

Yesterday, a Celebrity brochure addressed to our son arrived our actual mail (in the post).  He is a senior in college, and took his first cruise, on Celebrity as it happened, when he was 6 months old.  What I noticed about the presentation was that there were no maps or details about any of the cruise itineraries.  Instead, each "featured" cruise presented listed the name of the itinerary, the ship, and days.  Accompanying this simple information, was a pretty photo and description of a supposedly appealing excursion available at one of the ports.  The cost of the cruise was not broken out by cabin category nor was a price range given.  Oh yes, and book ending the whole presentation was an emphasis in pictures and text on the Celebrity Edge.  Neither my wife or myself who regularly get cruise advertisements, both of us who are Elite + and sailed on =X= last year and have a scheduled cruise this year on =X=, received this particular brochure.

I mention this, because the advertising campaign seems of all a piece, and I AM NOT THE TARGET AUDIENCE!!!  anguish, woe, and deep disturbance!  

 

Well, it really does drive home the message the world is moving on. 

[villauk]

18 minutes ago, cruisefam38 said:

Yesterday, a Celebrity brochure addressed to our son arrived our actual mail (in the post).  He is a senior in college, and took his first cruise, on Celebrity as it happened, when he was 6 months old.  What I noticed about the presentation was that there were no maps or details about any of the cruise itineraries.  Instead, each "featured" cruise presented listed the name of the itinerary, the ship, and days.  Accompanying this simple information, was a pretty photo and description of a supposedly appealing excursion available at one of the ports.  The cost of the cruise was not broken out by cabin category nor was a price range given.  Oh yes, and book ending the whole presentation was an emphasis in pictures and text on the Celebrity Edge.  Neither my wife or myself who regularly get cruise advertisements, both of us who are Elite + and sailed on =X= last year and have a scheduled cruise this year on =X=, received this particular brochure.

I mention this, because the advertising campaign seems of all a piece, and I AM NOT THE TARGET AUDIENCE!!!  anguish, woe, and deep disturbance!  

 

Well, it really does drive home the message the world is moving on. 

 

 

All our recent emails from X appear to be addressed to our teenage son, who, like your son, has sailed with them since being young. Perhaps you are correct, they are their target audience and we are not (unfortunate as we still pay for his vacations).

[Stateroom_Sailor]

7 minutes ago, cruisefam38 said:

Yesterday, a Celebrity brochure addressed to our son arrived our actual mail (in the post).  He is a senior in college, and took his first cruise, on Celebrity as it happened, when he was 6 months old.  What I noticed about the presentation was that there were no maps or details about any of the cruise itineraries.  Instead, each "featured" cruise presented listed the name of the itinerary, the ship, and days.  Accompanying this simple information, was a pretty photo and description of a supposedly appealing excursion available at one of the ports.  The cost of the cruise was not broken out by cabin category nor was a price range given.  Oh yes, and book ending the whole presentation was an emphasis in pictures and text on the Celebrity Edge.  Neither my wife or myself who regularly get cruise advertisements, both of us who are Elite + and sailed on =X= last year and have a scheduled cruise this year on =X=, received this particular brochure.

I mention this, because the advertising campaign seems of all a piece, and I AM NOT THE TARGET AUDIENCE!!!  anguish, woe, and deep disturbance!  

 

Well, it really does drive home the message the world is moving on. 

 

Personally, I would have copied the casinos and gone for Gen X in such a way, that it still appeals to boomers and millennials, tried for a smooth transition.  New Wave music seems like a neutral music that most generations like, or at least don't mind.

 

What I don't get, is the our 2014 Celebrity cruise was repetitive in 70's references, nods to the Village People and Abba.  In 2016, this had all switched to 90's alternative, appearing to go after younger Gen X, like me.  I even heard Green Day and Pearl Jam inside Blu one morning!  Evidently, that got scrapped at some point, and it was back to 70's music on our fall 2018 cruise.

 

Now we're witnessing an even bolder and expensive attempt, at an even younger generation.  Don't be surprised if they fallback with flyers directly aimed at you before long...

[Jeremiah1212]

12 hours ago, Stateroom_Sailor said:

 

The big difference is that they are trying to sell a social experience to Millennials, that may be downright opposite to the truth.  This ad doesn't showcase ports, the ocean, or room amenities, just a giant nightclub full of outgoing 28 year olds.

 

Very different from pushing a toaster to Millennials, that's hip and techy.  If they buy that toaster in store, they're not doing it for the others in the checkout line.

 

Engagement in a 30 second video is already a tough sell. 15 second and even 7 second video spots are where you capture attention. You cannot incorporate ~4 different topics in a 30 second spot. Like others said, this isn't a heavily targeted piece. It's standard advertising fare. I don't think I've ever seen an ad featuring scooters and chubby people eating hot dogs at the Mast Grill. 

 

 

[Stateroom_Sailor]

1 minute ago, Jeremiah1212 said:

 

I don't think I've ever seen an ad featuring scooters and chubby people eating hot dogs at the Mast Grill. 

 

 

 

I never claimed that they should.

[Jeremiah1212]

4 minutes ago, villauk said:

 

 

All our recent emails from X appear to be addressed to our teenage son, who, like your son, has sailed with them since being young. Perhaps you are correct, they are their target audience and we are not (unfortunate as we still pay for his vacations).

 

If you continually book for yourself, there is no need to spend advertising dollars on you. It doesn't make sense. You would be an ideal candidate for an (inexpensive) email blast. 

[villauk]

1 minute ago, Jeremiah1212 said:

 

If you continually book for yourself, there is no need to spend advertising dollars on you. It doesn't make sense. You would be an ideal candidate for an (inexpensive) email blast. 

 

Except that the emails are addressed to my DS and not me. I’m not getting those emails or anything else. In fact, we took our main cruise last year with Princess and have booked with the same line this year. Perhaps they should be sending those ads to me!

[CruisingTheWaves]

On ‎01‎/‎12‎/‎2019 at 6:23 PM, alwaysonaship said:

My daughter is in that age group and they would not be caught on this ship. They are going to Spain this summer for a couple of weeks.

To each his own - I'm also in this age group but have absolutely zero interest in going to places Spain. We like to cruise and we're trying Edge, but the next vacation after this one will probably be back to Hawaii.

[tocruiseguy]

On 1/14/2019 at 7:07 PM, Jim_Iain said:

I can understand that some cruisers may find the ad showing only the young, fit and beautiful.   Would you be enticed to cruise if the advertisement showed Overweight, Electric Scooter bound folks fighting their way to the buffet area.   

I don't find the advertisement offensive nor do I find that it is different than any other advertisement I see on TV daily.

 

Agreed, its not offensive at all.  Although the ad actors would be young for an off school break season cruise.  Although I would not define myself anywhere near "young" (mid 50's) we have found two of our last three cruises to really cater to people of a much older demographic.  To have to endure Rock around the Clock, a song that was released 64 years ago, a 1/2 dozen times on our last cruise is kinda telling us, even though we are not young by most standards we are apparently too young for some Celebrity cruises.....which is fine.  But I can assure Celebrity is not catering to millennials   in fact not even tail end baby boomers/early Gen x people like us.

[kwokpot]

6 minutes ago, tocruiseguy said:

 

Agreed, its not offensive at all.  Although the ad actors would be young for an off school break season cruise.  Although I would not define myself anywhere near "young" (mid 50's) we have found two of our last three cruises to really cater to people of a much older demographic.  To have to endure Rock around the Clock, a song that was released 64 years ago, a 1/2 dozen times on our last cruise is kinda telling us, even though we are not young by most standards we are apparently too young for some Celebrity cruises.....which is fine.  But I can assure Celebrity is not catering to millennials   in fact not even tail end baby boomers/early Gen x people like us.

And that's why I found the music on The Edge so refreshing! That's another reason why I loved the Show Hype! Not your standard Broadway showtunes (Not that I don't enjoy those) but music by Bruno Mars and Shawn Mendes!

[Stateroom_Sailor]

I believe some of you are looking at this, as to whether it is offensive to you personally.  Fair enough, attempting to bring a younger demographic may be a good thing, no offense taken by excluding your demographics from the ad.

 

Consider that you are a millennial, have never taken a cruise before, and this ad catches your attention.  Wow, a giant nightclub full of outgoing people your own age!  Is it fair to trick them into this?  I guarantee some will hit social media and upload video reviews if they feel bamboozled.

 

Should the ad show fat people and scooters?  A bit of a strawman, I've never criticized using attractive people in the ad.  But sure, if scooter users are X overwhelming majority, it would be nice to give a hint of what to expect.