Case Study: Cruises International reaches untapped South African markets with The Brand Cartel

Cruises International reaches annual target ahead of schedule with The Brand Cartel

Cruises International faced the challenge of reaching an untapped South African market and needed a marketing strategy to capture its attention. The Brand Cartel was engaged to devise a public relations and creative solution to help the cruise line attract this new audience.

The Brand Cartel's solution was a campaign, #ChooseToCruise, which onboarded local celebrity Lorna Maseko. They filmed a YouTube video and created social media content showcasing her luxury Mediterranean cruise experience. This strategy successfully attracted an entirely new market of people who wouldn't ordinarily cruise, performing so well that Cruises International reached its annual sales target ahead of schedule.

Cruises International