The World
There is no easy way to describe the residential ship The World. On board has luxury apartments and every amenity a five-star hotel would offer. Off board, Residents get to take part in the most exclusive travel and cultural experiences on the planet. It was my job to help tell this unique story and most importantly, sell the multi-million dollar homes onboard.
PROJECTS
• Web Design
• Direct Mail
• Email Marketing
• Brochure Design
• Print Advertising
• Video Art Direction
Only a limited number of people on the planet can afford to live on The World. Prior to the rebranding project, the ship focused a lot of their of their marketing visuals and content on the homes for sale. While they are beautiful, upscale apartments the exclusive target audience for The World already owns multiple homes and are not impressed by the limited size a home aboard a ship can offer. The traveling community, one of a kind experiences and remote destinations that the ship brings their Residents to is what really makes the ship unique and worth the cost.
A New Approach
We crafted a campaign targeting ultra-high net worth individuals using print ads in luxury travel magazines, direct mail and emails to qualified lists and unique website landing pages. With all of these items now telling specific stories about the educational, adventure, and food focused experiences that ship offers.
Success
The renewed marketing effort has been successful on three fronts.
- The length of the sales cycle for new owners has been cut in half.
- The amount of residences for sale at any given time has gone down.
- The price per square foot on the ship has increased significantly
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