Ambassador Cruise Line xGreatest Hits Radio

The challenge

Ambassador Cruise Line, a newcomer to the cruise industry, had been navigating the market for just three years. The primary challenge was to significantly boost brand visibility and awareness in a competitive landscape, particularly for a newer entrant.

To achieve this, they needed a campaign to captivate and leave a lasting impression. Partnering with Greatest Hits Radio, Ambassador Cruise Line wanted to creatively showcase their unique offerings, targeting cruise enthusiasts aged 55+ with an engaging and memorable experience tailored to their interests.

The idea

This led to the creation and launch of a one-of-a- kind brand activation: the Greatest Hits Radio Escape cruise. A 5-night GHR-themed cruise stopping off in Hamburg and Amsterdam, featuring a star- studded lineup of beloved GHR presenters including Ken Bruce, Martin Kemp, Kate Thornton and Jenny Powell.

The primary goal was to combine the reach of radio with an immersive, real-world experience, enhancing audience connection and loyalty whilst showcasing the best of Ambassador Cruise Line cruises.

The execution

Pre-Event Promotions:

Launched with a week-long pre-promotion with Ken Bruce with live reads to generate excitement and competitions for listeners to win tickets.
An “always-on” creative page showcasing cruise information and competition details.
Social media promotions and video sizzles to drive entries.
Onboard Experience:
Exclusive onboard events featuring DJ sets, Q&A sessions, and interactive engagements led by GHR talent, including Ken Bruce, Kate Thornton & Jenny Powell.
Integration of the radio’s brand into the cruise atmosphere, with a focus on music and nostalgia (e.g. 80s themed DJ set by Martin Kemp).

Post-Campaign:

- Social media content and a 60-second wrap-up video.
- A highlight reel to reinforce the campaign’s success and maintain momentum.