B2 Award winner (2023): American Queen Voyages with Hornblower and MRM NY - "American Queen Voyages: NautiCode"
Nauticode sparked record-breaking consumer requests for information, an increase in B2B inquires by 20%, and above benchmark LCTR performance.
To get American Queen “unstuck," we delved deep into the future of travel and implications on the B2B audience. We found our solution in the paradoxical insight that “motion creates connection” and the brand idea that “discovery runs deep,” inspiring a data-driven design system, “Nauticode,” fundamentally changing the travel experience.
American Queen Voyages (AQSC) initiated a bold rebrand to revitalize its river cruise identity amid the challenges of a dynamic travel landscape and the COVID-19 pandemic. Rooted in the strategy of "Discovery Runs Deep," the introduction of the Nauticode design system, driven by real-time data, seamlessly merged historical richness with contemporary experiences, offering a beacon of hope for B2B travel buyers navigating uncertainties.
Key Takeaways:
Dynamic Design Triumphs: The success of Nauticode highlights the impact of a dynamic design system, blending real-time data with iconic elements, providing a modern and engaging brand experience.
Meeting Audiences Where They Are: AQSC's approach of expanding beyond traditional B2B channels and infiltrating diverse spaces, including social media, reinforces the importance of meeting audiences where they actively engage.
Data-Driven Rebrand Resonance: The campaign's reliance on data-driven elements not only set it apart but also instilled confidence, resulting in increased inquiries and bookings, emphasizing the efficacy of a data-driven rebrand in inspiring customer trust and participation.
The campaign's execution, spanning trade events, industry media, and diverse social channels, strategically met audiences where they actively engaged, leading to outstanding results, including a 20% surge in B2B travel advisor inquiries, a 10% boost in single-day bookings, a remarkable 68% improvement in Facebook impressions, and a 2.15% link click-through rate that surpassed industry benchmarks, solidifying Nauticode's success and earning media recognition in notable publications like Fast Company and Campaign.
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