{"id":34749,"date":"2024-08-08T20:29:38","date_gmt":"2024-08-08T20:29:38","guid":{"rendered":"https:\/\/prophet.com\/?post_type=case-studies&p=34749"},"modified":"2024-08-08T20:29:40","modified_gmt":"2024-08-08T20:29:40","slug":"hapag-lloyd-cruises","status":"publish","type":"case-studies","link":"https:\/\/prophet.com\/case-studies\/hapag-lloyd-cruises\/","title":{"rendered":"Hapag-Lloyd Cruises"},"content":{"rendered":"\n
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CASE STUDY<\/strong><\/h2>\n\n\n\n

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Hapag-Lloyd Cruises<\/h1>\n\n\n\n

Refreshing a brand experience to be more relevant for the next generation<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Challenge <\/strong><\/strong><\/h2>\n<\/div>\n\n\n\n
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Hapag-Lloyd Cruises (HLC) is a leading luxury cruise company, renowned for its fleet of five cruise ships, including the 23-year-old EUROPA. According to the Berlitz Cruise Guide, EUROPA has been the best cruise ship in the world since its launch, embodying the classic luxury favored by the traditional social elite. This includes festive etiquette, evening wear, fellowship among peers at fixed group tables and impressive furnishings. <\/p>\n\n\n\n

However, HLC recognized that the luxury market and the preferences of guests and potential new customers are evolving. To maintain the high standards of EUROPA and modernize its appeal, HLC partnered with Prophet for a comprehensive development of its brand, experience and marketing. The goal was to preserve the ship\u2019s soul, hospitality and personalized service while adapting to contemporary luxury trends. <\/p>\n<\/div>\n<\/div>\n\n\n\n

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Solutions <\/strong><\/strong><\/h2>\n<\/div>\n\n\n\n
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The project began with 360-degree market research, including surveying employees and existing and prospective customers. The team identified tourism and lifestyle trends and analyzed the competition. <\/p>\n\n\n\n

Based on the research findings, a current understanding of the target group and strategic growth options were defined, developed, evaluated and prioritized. This data-driven approach led to a clear reorientation, with the management and team defining \u201cCool Conservatism\u201d as the new guiding principle for EUROPA. <\/p>\n\n\n\n

Next, the product and marketing strategy was developed. The EUROPA REFRESH program was introduced to address the needs and desires of modern cruise passengers, focusing on fitness, health and relaxation. The emphasis was on promoting a mindful lifestyle and holistic well-being. <\/p>\n\n\n\n

Marketing efforts were also revamped. The new imagery and tone communicated EUROPA\u2019s \u201cCool Conservatism\u201d concept across all relevant touchpoints to both existing and new customers. <\/p>\n\n\n\n

Finally, the new product concept was implemented throughout the organization via a comprehensive change management process. <\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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Results <\/strong><\/strong><\/h2>\n<\/div>\n\n\n\n
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The comprehensive realignment allowed EUROPA to stay competitive in the luxury segment. The ship now presents itself in a more modern and casual manner, consistently embodying the new target image. The organization can rely on the in-depth target group knowledge developed during the project, ensuring a customer and needs-oriented approach.\u00a0<\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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