Archive for January, 2009

Costa Cruise gets placement in top chinese movie


Chinese moviegoers have been abuzz since the Dec 18, 2008 premier of famed director Feng Xiaogang's movie “If You Are The One . ”  It quickly became the highest grossing Chinese language film in Chinese movie history.

Success has been accredited to Feng Xiaogang's reputation and an appeal to audiences by commenting on major current events like the Wenchuan Earthquake and world financial situation.

Some of the movie’s financial success is also rooted in flourishing product placements.  Movie producer Wang Zhongjun said, “We made about 50 million yuan through advertising in the movie. That is a record-breaking figure in China's movie industry.”

I blogged here about the potential of seeing cruise line product placements in movies and it seems Costa may have taken heed.


After the lead romantic interest attempts suicide, character Qin helps her recover by taking her on an expensive cruise.  From there, the love interest ensues.  In the end, they live happily ever after.  And so might Costa in the growing Chinese cruise market .

Interestingly, the only other movie that has grossed more in China - Titanic.

Carnival’s red, white and blue corporate logo

Can you recognize the other company combined in the logo below?

I’m not a soda pop drinker – and I am admittedly two months behind on the news.  So when I recently saw the new Pepsi logo on the side of a Miami building I did a double take.


I blogged here recently about Carnival’s iconic ship funnel, and how it’s design originated from a 1968 Canadian Pacific ship to become Carnival Cruise Line’s widely recognized logo.

For Pepsi’s part, the change is part of a $1.2 billion 3-year repositioning of all PepsiCo brands. Pepsi’s old logo had been used since 1984 as part of “The Choice Of A New Generation” campaign.  The new design’s white band in the middle of the logo will loosely form a smile according to Advertising Age. The Pepsi design also certainly retains the equity of the old logo (the primary importance of a logo is brand recognition after all).

Logos carry a strong symbolic meaning in our culture – we gravitate towards, relate to and promote allegiances and affinities by wearing them.  Just viewing a well recognized logo evokes an immediate feeling. Take a look at these.

How quickly does your brain react with recognition followed by feelings, attitudes and memories?  Certainly this is not something a company wants to get mixed up.

I am not a lawyer, nor do I play one on TV.  But I believe because Pepsi and Carnival are in two distinct industries there is no potential for conflict (legal or consumer).  Besides one is round and one is rectangular.  The blue and red colors are reversed.  While the similarities are compelling – perhaps this is a case of two great marketing minds thinking alike.


Love is… Cruise Marketing

Occasionally I run across a marketing gem that catches my imagination and I feel is worth sharing (such as the Solstice launch). After all isn’t that what marketing is about - creating positive conversations, getting the pod chirping, “making him (or her) notice you?”

So with Valentine's Day rolling around, you expect something from Windstar Cruises, the cruise line that sets out to own the romantic niche.  Windstar (Porthole Cruise Magazine’s  “Most Romantic Cruise Line” and Cruise Critic’s "Best Cruise Line for Honeymoons”) doesn’t disappoint.  Love is most certainly in the air at Windstar.

Windstar’s Romance Package is offered to guests who book a 2009 sailing and place a deposit from January 15 to February 14, 2009.  The package includes an in-room delivery of chocolate-dipped strawberries and a bottle of chilled Veuve Clicquot Yellow Label as well as his and her relaxing 50-minute massages in WindSpa.


Since October Cruise Market Watch has been posting about the impact the economy will have on cruise marketing and the luxury cruise segment.  Seeing the smile on your loved one's face, that is return on investment (ROI) in today's economy.

January 2009 Cruise Index Update

Is the bottom in?  Our monthly Cruise Search Index reflects change in cruise demand and online search market share. For the month of December 2008, U.S. online cruise search is estimated at 7.3 million monthly unique individuals. This represents an increase of 3.8% versus last month and 0.2% versus the same month last year.  This may be an early signal of stabilization after four consecutive months (Aug-Nov) of year over year declines.

% Change for December '08
vs Last Year vs. Last Month
Total Internet Traffic 3.7% -0.1%
Total Cruise Search 0.2% 3.8%


Percentages in the charts below represent the approximate share of all online cruise traffic.

Chart 1 - % of traffic for top Cruise Lines from all cruise related traffic (click to enlarge)




Chart 2 - % of traffic for top booking sites from all cruise related traffic (click to enlarge)






Top 10 Cruise Port Beer Brewers

half-shell-raw-bar11 - Half Shell Raw Bar - Key West, Florida.   Set in the heart of the Historic Seaport at the Key West Bight, the Half Shell Raw Bar is an authentic Key West fish house. Once a shrimp packing building, it has stayed true to its blue-collar harbor front heritage. Fancy folks looking for fancy stuff will have to look elsewhere. No carpet on the floors. No expensive art on the walls. No air conditioning, for that matter.


kona-brewing-company-188x3002 - Kona Brewing Company - Hawaii. Kona Brewing Company was started by father and son team Cameron Healy and Spoon Khalsa. The pair had a dream to create fresh, local island brews made with spirit, passion and quality. Their love of Hawaii, and a desire to protect the pristine environment here, brought them to the Big Island to fulfill their vision. Kona Brewing Company continues to be headquartered right where it began, in Kailua-Kona on Hawaii’s Big Island.


3 - Alaska Brewing Company - Juneau, Alaska. In 1986, the Alaskan Brewing Company became the 67th operating brewery in the United States and the only one in Alaska. Since that time its products have brought home more than 33 major medals and awards, including “Best Beer in the Nation” in the 1988 Great American Beer Festival Consumer Preference Poll.



4 - Guinness Storehouse - Dublin, Ireland. Immerse yourself in the illustrious history of GUINNESS® and its Irish heritage. Located in the heart of the St James’s Gate Brewery, GUINNESS STOREHOUSE® is Ireland’s No. 1 international visitor attraction. Their staff will be pleased to welcome you and bring alive a real segment of Irish history.


jacobsen15 - Jacobsen Brewhouse - Copenhagen, Denmark.   The Jacobsen brewhouse - named after Carlsberg’s founder JC Jacobsen - is located in a building dating from 1878 in the old part of the Carlsberg brewery. The brewhouse is right  at the heart of the Carlsberg Visitors Centre, which attracts around 150,000 visitors every year. The Visitors Centre was modernised in 2005 and will take you through the Carlsberg history using effects of sound, lighting and aromas.


6 - Banks Brewery - Barbados. Banks Beer has consistently been the #1 choice among beer drinkers in Barbados since it was first produced in 1961. The premium pilsner style lager is brewed from a pure classic blend of 2-Row British and Australian malted barleys deliciously flavored by Yakima Clusters and the noble Styrian Goldings aroma hops. However it is Barbados’ water, naturally filtered through limestone rock, along with its own special strain of yeast, that gives Banks Beer its unique Bajan character and distinctive quality.

carib7 - Carib Brewery - Trinidad. The brewing of beer in Trinidad and Tobago was inherited from the British. The first commercial brewery was founded just after World War 1 although there had been legislation as early as August 1899 concerning the regulation of brewing. Carib’s mission is to delight its customers by providing world class beverages and services.


mission-brewery8 - Mission Brewery - San Diego, California. The original Mission Brewery was one of the first commercial breweries in San Diego, and opened in 1913. Like thousands of other breweries across the United States, it closed its doors due to Prohibition. The brewing company was re-opened by serious homebrewers 94 years later in June of 2007.


mack19 - Mack Brewery - Tromsø Cruise Port, Norway.   Until December 10, 2000, Mack was the northernmost brewery in the world. This honour was then taken by Nordkapp Mikrobryggeri, a microbrewery in Honningsvåg, when that brewery produced its first beer, called Sårry Makk (phonetic Norwegian for Sorry Mack - a humorous name for the occasion). However, due to Mack’s old traditions and nationwide distribution, Mack is regarded as a more proper brewery and is thus still cited as the northernmost in the world, including the claim on Mack’s beer bottles.

10 - De Gouden Boom’s malthouse and brewery - Brussels/Brugge (Zeebrugge).  Belgium Brewery De Gouden Boom, a brewery of such delicious beers as Brugs Tarwebier, Brugse Tripel and Abdij Steenbrugge. The Brewery Museum (entrance : Verbrand Nieuwland 10) is housed in a well preserved old malthouse (1902). All machines are still in place. Interesting museum-collection about the 31 Bruges breweries which were still in operation at the turn of the century.