It's no secret that the cruise industry has received some bad press over the past year. Studies also show that cruise customers are beginning to want more from their cruises—not only excellent onboard experiences, but rich and rewarding shore opportunities as well. This campaign aims to inform couples in their 40s-60s that Azamara Club Cruises will give them enriching alternative to traditional cruising in foreign countries because of their in-depth onshore programming and cultural immersion opportunities.
In keeping with the theme of the campaign, “Get Closer,” these 15' x 7' interactive panels will focus on ways for
the users to engage with and experience the many destinations Azamara visits. Six regional options will
give users specialized interactions, media offerings, and engagements.The panels will be mounted on a wall in the international terminal of large city airports both domestically and internationally. (Ex: LAX, ORD, CDG, LHR)
Glowing orange locators will highlight the different areas users can explore. As people pass, motion sensors will activate a string of words (the phrase: Where will YOU go?) to follow them as they move. When they stop, the words will hover in front of them, inviting them to interact with the panel displays.
As we are targeting an older audience, it was extremely important the panels be user-friendly and easy to navigate.
In keeping with this goal, touching an orange locator will bring up three options whose function is easily identified
by an icon in the center. Users can play a language game (speech bubble icon), take a picture (camera icon), or
watch a video (play button icon). These pop-up windows can be sized and adjusted according to user preference.
