Case Study: Edgexecution’s Impactful Cruise Activation for The Singleton
Edgexecution, a leader in travel retail marketing, specializes in creating innovative and turnkey solutions for complex environments. One of our recent projects showcased our expertise in managing promotional activations in a challenging cruise environment. This case study delves into our collaboration with Diageo to launch The Singleton’s new “Garden of Abundance” collection, exclusively designed for Travel Retail, aboard two prominent P&O cruise ships, Iona and Ventura.
Project Objectives
The primary goal was to enhance visibility for The Singleton brand aboard luxury cruise ships. This entailed designing an engaging and visually captivating display that highlighted the essence of the Garden of Abundance collection. Furthermore, the project aimed to provide guests with memorable tasting experiences, driving brand awareness and affinity among high-income, predominantly British travelers.
Key Challenges
1. Complex Logistics:
Coordinating the procurement and delivery of materials outside the UK proved to be a major logistical challenge.
Delivery discrepancies included items arriving at different addresses and delays caused by supply chain dependencies.
2. Tight Deadlines:
Each activation had a strict three-month window:
Iona: Installation on 10/10/24, removal on 11/01/25.
Ventura: Installation on 11/01/24, removal on 07/02/25.
3. Cruise Environment Constraints:
Working within the confined spaces of cruise ships required tailored designs and efficient coordination to ensure seamless execution.
Our Approach
At Edgexecution, we thrive on turning challenges into opportunities. For this activation, we employed a comprehensive strategy that ensured efficiency and excellence:
1. Localized Procurement:
To streamline operations, we procured materials directly in the UK, leveraging proximity to the client’s warehouse. This approach minimized shipping delays and allowed us to maintain control over packaging and delivery timelines.
2. Collaborative Coordination:
By aligning with multiple suppliers, we synchronized printing, material preparation, and transportation. This ensured that despite occasional delays, the overall project stayed on track.
3. Custom Design Solutions:
We developed a visually stunning display that resonated with the cruise’s upscale environment, reflecting the premium nature of The Singleton’s Garden of Abundance collection.
Activation Highlights
Engaging Experiences
• Tasting Events: Guests aboard Iona and Ventura enjoyed exclusive tasting events during every cruise, immersing them in the rich flavors and heritage of The Singleton.
Audience Insights
• Demographics: Over 90% of the passengers were British, predominantly medium to upper-income families, couples, and multigenerational groups. This informed our approach to crafting an activation that appealed to this audience segment.
Ship Itineraries
• Iona: Covering destinations across the UK, North Europe, the European Atlantic Coast, Central Mediterranean, Canary Isles, and Gibraltar, Iona offered diverse exposure to a wide range of passengers.
• Ventura: With a similar itinerary that included North Europe and the Canary Isles, Ventura provided additional reach and visibility for the brand.
Results
The activation successfully positioned The Singleton’s Garden of Abundance as a must-try product within the travel retail space. The captivating display and engaging tasting events generated high foot traffic and interaction, reinforcing the brand’s premium status.
Benefits of Partnering with Edgexecution
1. Unmatched Expertise:
Our deep understanding of the cruise environment enabled us to navigate its unique challenges effectively, from space constraints to logistical intricacies.
2. Turnkey Solutions:
We handle every detail post-project approval, ensuring a seamless experience for our clients. From procurement to installation, Edgexecution delivers results that exceed expectations.
3. Global Reach:
While our operations are primarily based in the Americas, our UK team’s involvement demonstrated our capacity to execute projects across Europe with the same level of precision.
4. Budget-Friendly Innovation:
We believe impactful activations can be achieved at any budget. By tailoring designs to fit specific constraints, we delivered a high-quality solution without compromising creativity or effectiveness.
Conclusion
Edgexecution’s collaboration with Diageo for The Singleton’s cruise activation underscores our commitment to delivering exceptional travel retail experiences. Our ability to overcome logistical challenges and create innovative, audience-centric displays sets us apart as a leader in the field.
Stay tuned for more innovative projects and collaborations as we continue to redefine experiential marketing in travel retail, crafting environments that inspire and captivate.
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