Fred Olsen prepares campaign to reach wider audience

Fred Olsen Cruise Lines is overhauling its marketing strategy to target a broader and younger demographic of customer.

The cruise line has appointed travel and retail specialist based Fox Kalomaski as its advertising and marketing communications agency to help develop the strategy.

The agency will work on a fully-integrated campaign, including online and offline brand advertising and direct marketing, taking in e-mail, search and social media.

The new campaign is set to launch in January 2011. It will address the cruise line’s core audience of over-60s but will also be designed to boost awareness among people who might enjoy “the relaxed, traditional style” of a Fred. Olsen cruise.

Fred Olsen marketing manager, Mike Bird says: “Through this partnership, we will be well placed to continue to differentiate and further develop the Fred. Olsen Cruise Lines’ brand in the highly competitive cruise industry, both to the travel trade and consumers.”

The company’s cruise itinerary for next season includes a new Red Sea cruise. The ’Red Sea Voyage’ brings together a number of ports never before featured on the same cruise, such as Alexandria, Tripoli and Sharm el Sheikh.

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