When Hapag Lloyd Cruises was about to launch their new luxury liner MS EUROPA 2 they were going for a very specific target audience that wasn’t being catered to yet – the still young and affluent fortysomethings. This demographic largely stayed away from cruises because those were deemed to be a little uptight and old-fashioned. We solved this by positioning the new cruise ship as an exclusive boutique hotel at sea and producing visuals that stressed the laid-back atmosphere and the understated luxury of the experience.
Campaign for luxury cruise liner »MS Europa 2«
Hapag Lloyd Cruises
What I Did