The current crisis will be reminiscent of the post 911 "cocooning" phenomena that lead, to among other things, a revolution in kitchen home remodeling towards creating larger and more accommodating spaces to share and enjoy with friends and family.
A new post "Mortgage Meltdown" economy will manifest itself in everything from food (smaller portions) to shopping (socially and environmentally conscious) and excursions (healthy, smaller social footprint). For the next several years, keywords will be caring, self-consciousness, reflection on "what's really important" and restraint - the opposite of anything appearing as gluttony or greed.
According to a new Ad Age article, Celebrity "is said to be pondering whether its messaging, which uses the 'Starring you' tagline to focus on the pampering, indulgent treatment it offers guests, is right for the economically challenged times."
Posted By Cruise Market Watch / 8th September 2008
Here is an idea. Symbolically shed the vestiges of corporate life and ritually transition into the freestyle cruising culture.
Encourage owners to bring their Blackberry’s and iphones and upload a NCL widget. In a fun and lighthearted way users would transform their “electronic lease” into a “personal freestyle cruising digital assistant.”
Talk about fish swimming against the school!
The widget would become passenger’s freestyle 2.0 on their phone - leading them through the leisure metamorphosis - displaying shipboard services, event calendar, download pictures from phone to personal web page, delivering messages and even facilitating epayments.
The ritual transition communicates and strengthens the brand positioning
The widget tool increases and facilitates on-board spending
Acts as a retention device as the widget facilitates sending future “reminders” of the “freestyling” times once the passenger has returned back into the corporate office - along with offers to book next years vacation
For example, a mobile campaign for Smirnoff vodka loads an application onto a user’s phone that guides them through how to include Smirnoff into a fun evening. Users can enter the social situation they find themselves in – a business dinner, night out with the guys, or first date –and receive suggestions as to what cocktail order would be most appropriate for the situation.
The application even takes advantage of cross-promotional opportunities, suggesting bars and restaurants that are strategic partners, located in cities around the world, so that a business traveler can find an appropriate place to go while in a strange city. And at the end of the night, the application will even call you a cab and give you directions back to your hotel.
I had been wanting to blog about a “biker” themed cruise – after all, there are 6.6 million motorcycles registered in the U.S. (growing 37% since 2001). My idea is to bring Bret Michaels of Poison, reunite Nazareth and land Blue Oyster Cult (you get the idea). Then I ran across Bill and Sandy Papagno at Bikes on Board. They have done it a bit different – better if you prefer actually riding. You can really bring your own motorcycle on the ship with you! If you read my blog you know I love simple, good ideas that serve niche markets. Bill and Sandy are creating a “chirping within the pod” i.e. doing something so cool that it gets the niche market members talking about it…like I am now. Kudos guys.