AIDA - Why some cruise ships have lips
AIDA - Why some cruise ships have lips
AIDA - Why some cruise ships have lips
How the infamous lip made it on the AIDA ships - how we revolutionized the cruise ship industry through strategy.
How the infamous lip made it on the AIDA ships - how we revolutionized the cruise ship industry through strategy.
How the infamous lip made it on the AIDA ships - how we revolutionized the cruise ship industry through strategy.
Industry
Industry
Industry
TOURISM
Client
Client
Client
AIDA
Category
Category
Category
Strategy
Country
Country
Country
Germany
Challenge
Challenge
Challenge
The cruise industry had a youth problem: Young people found cruise ships to be old-fashioned and unattractive. A group of 12 shipping families sought a solution to attract a new, younger target audience for cruises. The original idea was to integrate individual attractions like a club or more modern activities on board. However, this strategy would not have worked in the long run, as older guests would have felt disturbed and young travelers would still have perceived the overall image of the ships as old-fashioned.
The cruise industry had a youth problem: Young people found cruise ships to be old-fashioned and unattractive. A group of 12 shipping families sought a solution to attract a new, younger target audience for cruises. The original idea was to integrate individual attractions like a club or more modern activities on board. However, this strategy would not have worked in the long run, as older guests would have felt disturbed and young travelers would still have perceived the overall image of the ships as old-fashioned.
The cruise industry had a youth problem: Young people found cruise ships to be old-fashioned and unattractive. A group of 12 shipping families sought a solution to attract a new, younger target audience for cruises. The original idea was to integrate individual attractions like a club or more modern activities on board. However, this strategy would not have worked in the long run, as older guests would have felt disturbed and young travelers would still have perceived the overall image of the ships as old-fashioned.
Idea
Idea
Idea
Instead of just modernizing individual elements, we, together with Prof. Kleiber-Wurm, developed a more comprehensive strategic solution: Instead of a classic cruise ship, a club ship should be created – a ship that is consistently aimed at a young, experience-oriented target group. This realignment would not only solve the problem of noise complaints but also create a completely new brand identity for the shipping company.
Instead of just modernizing individual elements, we, together with Prof. Kleiber-Wurm, developed a more comprehensive strategic solution: Instead of a classic cruise ship, a club ship should be created – a ship that is consistently aimed at a young, experience-oriented target group. This realignment would not only solve the problem of noise complaints but also create a completely new brand identity for the shipping company.
Instead of just modernizing individual elements, we, together with Prof. Kleiber-Wurm, developed a more comprehensive strategic solution: Instead of a classic cruise ship, a club ship should be created – a ship that is consistently aimed at a young, experience-oriented target group. This realignment would not only solve the problem of noise complaints but also create a completely new brand identity for the shipping company.
Development
Development
Development
To anchor the new concept, a fresh, memorable brand strategy was developed. A central element was the iconic AIDA lips with the sun (the sun turned into an eye at some point), which later became the trademark of the entire fleet. Although initially only a single shipping company recognized the potential of this idea, it implemented the concept – on the condition that the ship bears the name AIDA, named after his daughter.
To anchor the new concept, a fresh, memorable brand strategy was developed. A central element was the iconic AIDA lips with the sun (the sun turned into an eye at some point), which later became the trademark of the entire fleet. Although initially only a single shipping company recognized the potential of this idea, it implemented the concept – on the condition that the ship bears the name AIDA, named after his daughter.
To anchor the new concept, a fresh, memorable brand strategy was developed. A central element was the iconic AIDA lips with the sun (the sun turned into an eye at some point), which later became the trademark of the entire fleet. Although initially only a single shipping company recognized the potential of this idea, it implemented the concept – on the condition that the ship bears the name AIDA, named after his daughter.
Outcome
Outcome
Outcome
This project is a prime example of how important a well-thought-out strategic brand positioning is. Instead of implementing a half solution, we rethought and realigned the entire identity of the product. For this, we considered the people and the spirit that should prevail on a ship. Today, AIDA is an iconic club ship brand in the industry and a synonym for modern, experience-rich cruises. Meanwhile, AIDA has 11 cruise ships. And the name that was originally associated with the opera in Verona now stands worldwide for a revolutionary realignment of the cruise industry.
This project is a prime example of how important a well-thought-out strategic brand positioning is. Instead of implementing a half solution, we rethought and realigned the entire identity of the product. For this, we considered the people and the spirit that should prevail on a ship. Today, AIDA is an iconic club ship brand in the industry and a synonym for modern, experience-rich cruises. Meanwhile, AIDA has 11 cruise ships. And the name that was originally associated with the opera in Verona now stands worldwide for a revolutionary realignment of the cruise industry.
This project is a prime example of how important a well-thought-out strategic brand positioning is. Instead of implementing a half solution, we rethought and realigned the entire identity of the product. For this, we considered the people and the spirit that should prevail on a ship. Today, AIDA is an iconic club ship brand in the industry and a synonym for modern, experience-rich cruises. Meanwhile, AIDA has 11 cruise ships. And the name that was originally associated with the opera in Verona now stands worldwide for a revolutionary realignment of the cruise industry.
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© 2025 cosmicbeach.de
© 2025 cosmicbeach.de