Inspiring families to discover new horizons and forge unforgettable memories
In 2017, Singapore welcomed the arrival of a new luxury cruise ship to its shores – Genting Dream. Helmed by award-winning cruise line Dream Cruises, the cruise would depart from Singapore to an array of destinations including Thailand, Indonesia and Vietnam.
As part of its efforts to cater to the burgeoning trend of short getaways, Dream Cruises decided to deepen its leverage on Singaporean audiences – specifically families, couples and groups of friends – through social media in 2018.
As Dream Cruises’ agency of choice, we conducted market research and determined several factors that would later shape our campaign. One of our main findings included the revelation that mothers played a large role in organising family vacations, since they principally planned trips according to the needs and desires of other family members – especially their children.
With that in mind, our content would position Genting Dream as a voyage of exciting facilities, dining experiences and fun activities that could cater to even the pickiest of individuals. Additionally, we also projected Genting Dream to be ideal for strengthening bonds between loved ones through different cruise experiences.
In a span of eight months, Dream Cruises’ Facebook fan base grew from 873,000 (September 2018) to over 1 million (June 2019), reflecting increased awareness and sustained engagement amongst audiences.