Hapag-Lloyd Cruises targets 'new younger' audience with spring campaign 

Hapag-Lloyd Cruises has unveiled a spring campaign offering agents up to 35% off selected voyages.

Between April 28 and June 16, certain cruises across the five-ship fleet, including its three expedition ships, will advertise the discount.

In the same timeframe, trade partners will be able to access customised point of sales materials, social media packages and a campaign folder.

An advertising campaign called ‘Unforgettable with all your senses’ will run in parallel to the promotion across digital out-of-home, social media, online video, connected TV, print, CRM and a dedicated landing page on the line’s website.

The activations will focus on “individual travel experiences of the highest standard” and aims to reach a new younger target audience.

The campaign will also feature destinations including the USA, the Caribbean, the Indian Ocean, Antarctica, the South Seas, South America and Scandinavia in an editorial series.

Earlier this year, Hapag-Lloyd Cruises, which has been a joint venture between Tui AG and Royal Caribbean Cruise since 2020, appointed James Scott as sales manager for the UK and Ireland.

Clas Eckholt, vice-president commercial of Tui Cruises, said: “We are deliberately focusing on a strong connection between brand and destination.

“Every region has its own magic – and our ships provide the perfect setting to experience it intensively and individually.”

Ines Bizi, director of marketing at Hapag-Lloyd Cruises, added: Our guests don’t just travel—they experience with all their senses.

“The new spring campaign picks up on precisely this need and brings the unique spirit of our ships and destinations to life across all channels.”

Pictured: Hanseatic Nature sailing in the Arctic.