Crystal Cruises wants to expand their senior market through a print advertising campaign. The goal is to get seniors ages 60 and older to book a Crystal Cruise. Seniors cruises are presented as the perfect vacation for active seniors, as there are no children allowed, activities are tailored for seniors, and the pace can be as active or relaxed as passengers prefer. Cruises also provide a great way for seniors to meet others and enjoy elegant events.

1. Client: Crystal Cruises – Cruise for Seniors Date: 2-13-07
Project: Print campaign for Crystal Cruises
Job Number: 4 (option 1)
WHY ARE WE ADVERTISING?
As the population ages, more retired people are looking for vacation options that fit their lifestyle. Seniors-only
cruises are growing in popularity, and Crystal Cruises is looking to expand their senior market.
WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH?
To get seniors to book a Crystal Cruise.
WHO ARE WE TALKING TO?
Men and women ages 60+. Most are married, although single people are welcome. However, this is not a singles
cruise.
WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS?
Seniors cruises are the perfect vacation for active seniors.
WHAT ARE THE REASONS TO BELIEVE THIS?
There are no children allowed on the cruise. Activities and tours are made just for seniors. It’s a great way to meet
other seniors, and a cruise can be as active or laid back as a passenger would like it to be.
MANDATORIES
Company name
THIS MIGHT HELP
Crystal Cruises:The majority of passengers sailing aboard the luxurious Harmony and Symphony are between
50 & 70 years old. 4-6 social hosts are on every sailing. Enjoy elegant Mozart Tea in The Palm and reflect the
past as the wait staff serves you in period costumes of velvet and lace. Lecturers include Walter Cronkite and
Debbie Reynolds. Sail with top chefs Jacques Pepin and Andre Soltner durint the Wine & Food Festival sailing.
Crystal offers exotic itineraries throughout the world including a world cruise. A very desirable cruise line with up
to 80 different ambassador hosts. 4 -8 ambassador hosts are on each cruise.
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