WOLF-EIKE GALLE

2024+ AIDA (new brand narrative)

Project

By 2024, the cruise market had nearly exhausted its potential among travellers already open to cruising. By expanding into the general holiday segment, AIDA evolved from a cruise ship offering into a destination and holiday brand.

Approach

Turning AIDA into a personality that speaks directly to every holidaymaker’s dreams and desires. A new brand narrative gives the ship its own character and builds a relationship with each guest around their individual holiday plans and preferences, turning it into a captivating, emotional story.

Result

+10% guests 2023–2024, to almost 1.5 million

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