You are to assume the role of the marketing manager for Lantern Cruises, the largest cruise line brand by revenue. The director of marketing wants you to develop a marketing plan that will sell spots on the Platinum World Tour cruise.
Lantern Cruises offers a variety of cruises departing from many ports that embark on 3, 7, 14 and 21-day cruises to a variety of destinations. Lantern owns many cruise ships that offer various types of amenities, destinations, and excursions.
Lantern’s newest cruise option, Platinum World Tour, is the first of its kind among all cruise lines; a 275-day cruise that travels for 9 months, visiting 8 of the world wonders, 7 continents, 60 countries and over 150 destinations. This will be the longest cruise on record, visiting the most destinations.
The price per person for Platinum World Tour ranges from $54,000 - $120,000. The price includes airfare, hotel stay prior to departure, transportation, excursions, no restrictions on food or beverages, laundry service and gratuities. In preparation for the journey, Lantern has upgraded all mattresses, bedding and carpeting in every cabin.
Lantern Cruises typically markets its cruises as vacations to all ages and all income levels as vacations. The traditional 3-21-day cruises are meant for passengers to relax and explore new destinations. The ships have amenities such as swimming pools, hot tubs, zip lines, casinos, dozens of restaurants, lounges, entertainment venues, retail shops, plus fun daily activities. While these amenities will also be available on Platinum World Tour, the director of marketing knows that a different approach to marketing is needed.
The director of marketing wants you to design a marketing plan that will sell spots on Platinum World Tour. The director of marketing wants your plan to include an in-depth description of the target market(s) you have chosen, specific marketing strategies for that chosen market, factors that will influence buying behavior and determine how to best promote a 275-day cruise since it is longer than a traditional vacation.
